Students analyze marketing problems and develop solutions to real-world situations. This course provides students with more advanced marketing theory, builds on some of what they already know, and provides an opportunity for them to apply their knowledge to a real client such as your own organization. Much of the focus of this course is on marketing planning and clients have in the past received either a marketing plan from student groups or an output which addresses a marketing requirement, such as a marketing communications plan. We generally work with clients that have been in business for at least a few years, have gone through early growth and now want to expand their markets or improve their revenues, perhaps by building their competitive position. Clients' annual revenues are generally in excess of $1 million, sometimes materially more. Past client projects have involved issues such as US market entry for Canadian firms, and customer attraction and retention.

To be decided between the educator and interested employers. A Terms of Reference (ToR) will be developed collaboratively and students will deliver to this requirement with a presentation and report towards the end of the semester. The client will meet with student teams online or in-class twice before the delivery of each group's final presentation. There will be about 3-4 groups of approximately 4-5 students working on the project so the client will receive at least 3 presentations to address the ToR.