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Marketing Strategy and Decision Making

BMKT 365
Closed
Capilano University
Capilano University
Vancouver, British Columbia, Canada
David Amos
David Amos
Professor
3
Timeline
  • January 13, 2020
    Experience start
  • October 2, 2017
    Project Scope Meeting
  • April 17, 2020
    Experience end
Experience
2 projects wanted
Dates set by experience
Preferred companies
Vancouver, British Columbia, Canada
Consumer packaged goods, Gov't agency, Start up, Services, Not for profit
Any industries

Experience scope

Categories
Communications Sales strategy Marketing strategy Hospitality, tourism & culinary arts
Skills
digital marketing decision making presentation skills marketing strategy strategy
Student goals and capabilities

Undergraduate student teams will collaborate with an organization that is facing a current strategic marketing challenge or opportunity and will provide actionable recommendations for moving forward!

Students

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

The Student Teams will make a presentation describing their recommendations and decisions based on their analysis, detailing their insights into your company and industry as a whole. They'll provide actionable suggestions to address the issue or challenge that you provided.

Project timeline
  • January 13, 2020
    Experience start
  • October 2, 2017
    Project Scope Meeting
  • April 17, 2020
    Experience end

Project Examples

Requirements

Third Year BBA students at Capilano University will consult with your company to learn about your business and a key marketing challenge or opportunity as it relates to making a strategic decision.

There will be approximately 8 teams focusing on 1 client. Each team will be competing to provide the best recommendations as it relates to the client's strategic marketing scope. The teams will conduct research to gain insights on changes within the competitive landscape and identify key trends affecting your industry.

They will analyze the data and assess the implications for your organization to provide you with a comprehensive marketing strategy.

Project examples include, but are not limited to:

  • Providing insight and recommending strategies related to the Marketing Mix - Product, Place, Price and Promotion.
  • Conduct external analysis (including customer, competitor, market and environment) as well as marketing mix performance.
  • SCA (sustainable competitive advantage) concept including branding strategies, global competition and competition in mature and declining industries.

Additional company criteria

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

Make an in class presentation to the students outlining their issue(s) early in the term. Be prepared to participate in a for a Q&A to provide further background.

Second visit to the class or via Skype/Video for a follow up Q&A in early October.

Complete a simple Assessment based on a simple rubric as provided by the Instructor.

Attend final Team Presentations where they provide their recommendations in mid to late November.