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Digital Marketing Strategy Spring

MRKT 623
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
Alexander Sakharov
Faculty
(9)
6
Timeline
  • April 24, 2023
    Experience start
  • May 9, 2023
    Proposal and approved outline
  • May 16, 2023
    Project Scope Meeting
  • June 11, 2023
    Experience end
Experience
1/1 project matches
Dates set by experience
Preferred companies
Canada
Any
Any industries
Categories
Communications Market research Sales strategy Marketing strategy
Skills
digital marketing competitive analysis sales & marketing marketing strategy
Student goals and capabilities

This semester students working in groups of 4 to 6 will apply their knowledge in digital marketing to helping your organization develop a digital marketing campaign, develop a strategic digital marketing plan, or solve a current digital marketing challenge. Students explore proven practical examples of strategy selection, implementation, and management, and how competitive advantage is created and leveraged over time and distance in the context of rapidly evolving technologies and practice.

Students
Graduate
Any level
35 students
Project
15 hours per student
Students self-assign
Teams of 5
Expected outcomes and deliverables

Students will submit a detailed report (Digital Marketing Plan) including their research, analysis, insights, and recommendations.

Students will also submit a pdf slide deck summarizing their key findings and recommendations to share with your employees.

10-15 minute presentation of key findings and recommendations.

Project timeline
  • April 24, 2023
    Experience start
  • May 9, 2023
    Proposal and approved outline
  • May 16, 2023
    Project Scope Meeting
  • June 11, 2023
    Experience end
Project Examples

Working in groups of 4 to 6, MBA-level students will develop a Digital Marketing Plan to drive online traffic, customer leads and/or online sales. Within the project deliverables, they complete audits on the business' current website analytics, SEO and social media presence. Examples include but are not limited to:

  • Situation / Competitive Analysis
  • Digital marketing strategy
  • Digital marketing plan, including SEO plan, PPC campaign plan, e-mail marketing plan, social media marketing campaign plan, content calendar, etc. (depending on client's needs)
  • Web analytics, evaluation, and control of the digital marketing plan


The Digital Marketing Plan should outline the digital strategy and tactics for your company, including all or some of the following sections:

  • Introduction and Company Background
  • Situation Analysis
  • Objectives
  • Strategic decisions
  • Digital Marketing Tactics
  • Implementation / action plan
  • Conclusion

Please, consider that this project won't provide any specific tactics for Google Ads, SMM, etc. For example, teams don't work on the keywords lists, however, there can be recommendations on how to create a good list with some of the examples provided.

Companies must answer the following questions to submit a match request to this experience:

Available to attend the studentsโ€™ marketing plan online presentation during the final week of the course as well as to provide feedback to the instructor and students within 7 days after the final presentation.

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course before April 1st, 2023.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions (The best is to be able to attend a bi-weekly office hour with the students about 20 min per team and around 2 hours per class in total)

Attend a kickoff class online meeting to tell students about your company and your goals for the project before the first millstone (The week of April 24-28 or May 1-5).

Assess and judge the "top" student project and provide a letter of recommendation or LinkedIn recommendation for each student in the top student group (Student chooses Linked In or letter) within 10 days after the final presentation.