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Strategic Marketing Analysis

BUSI4995U
Closed
Ontario Tech University
Ontario Tech University
Oshawa, Ontario, Canada
Amanda Gaudet
Associate Teaching Professor
(12)
5
Timeline
  • January 27, 2020
    Experience start
  • January 26, 2020
    Project Scope Meeting
  • April 6, 2020
    Experience end
Experience
2/1 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries

Experience scope

Categories
Communications Market research Marketing strategy
Skills
competitive analysis marketing strategy research
Student goals and capabilities

In this capstone project, student-consultants working in small groups will apply their knowledge in marketing to help your organization seize a marketing opportunity, develop a strategic marketing plan, or solve a current marketing challenge. The students will use marketing research, communications planning, strategy, and marketing best practices to create a report and presentation.

Students

Students
Undergraduate
Any level
15 students
Project
50 hours per student
Students self-assign
Teams of 4
Expected outcomes and deliverables

Students will submit a detailed marketing plan including their research, analysis, insights, and recommendations. Since the level of information available and the presentation of material (including visuals, etc.) will vary based on the project scenario, there is no set length defined for the report; however, it is fair to expect a roughly 20-page report with a concise executive summary of all key findings and recommendations.

Students will deliver a 10-15 minute presentation of key findings and recommendations (online or in-person, if feasible) and submit a slide deck to share with your employees.

Project timeline
  • January 27, 2020
    Experience start
  • January 26, 2020
    Project Scope Meeting
  • April 6, 2020
    Experience end

Project Examples

Requirements

Based on their in-depth research and analysis, the student-consultants will identify future opportunities for the organization and provide actionable recommendations.

Instead of focusing on one area of your business, the team will perform a comprehensive analysis of your organization, including internal (e.g., financial health; customer base; strategic capabilities) and external (e.g., competitors; industry and market trends; customer behaviour) factors. This will lead to insights and recommendations that address the needs of your organization. However, organizations are encouraged to provide a goal or suggested area of focus to guide students.

Project examples include but are not limited to:

  • Marketing strategy review: Providing recommendations on what methods you can use to leverage and improve your marketing strategy, based on your organization's budget and current marketing strategy.
  • Marketing Mix strategy: Providing insight and recommending sustainable strategies related to the Marketing Mix (Product, Place, Price, and Promotion).
  • Growth strategies: Identifying and analyzing opportunities for growth through market assessments, new product development, brand extensions, etc.

Additional company criteria

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

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.

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.