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Marketing Promotion

MRKT625
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
Houman Sanandaji (Sasha)
Houman Sanandaji (Sasha)
Business School Faculty
(8)
5
Timeline
  • October 16, 2022
    Experience start
  • October 23, 2022
    Client's introductory session for students
  • November 6, 2022
    Project Scope Meeting
  • December 11, 2022
    Final Report and Presentation Delivery
  • December 11, 2022
    Experience end
Experience
4/7 project matches
Dates set by experience
Preferred companies
Canada
Any company type
Any industries

Experience scope

Categories
Advertising Customer segmentation Digital marketing Social media marketing Communications
Skills
digital marketing competitive analysis sales & marketing marketing strategy research
Student goals and capabilities

This semester students work on a detailed Integrated marketing communications (IMC) plan. They will critically analyze the current environment, company's strengths and weaknesses and a section on how to improve the company's promotional stance or solve a current marketing communication challenge. They will try to develop a Marketing promotional Plan to drive online traffic, customer leads and/or online sales. The students will use marketing research (secondary), strategy, digital promotional tools and marketing best practices to create a report and presentation. They will work in groups of 5 to 7 students but there is a chance to keep groups flexible.

Students

Students
Post-graduate
Any level
40 students
Project
40 hours per student
Students self-assign
Teams of 6
Expected outcomes and deliverables

Students will submit:

  • Report
  • Online presentation

Project Deliverables:

  • Situation Analysis: Industry/Company Review, Product Review/Buyer Analysis, and Competitive Review
  • Segmentation, Targeting, and Positioning
  • Communications Objectives & Budget Request: Objectives (detailed SMART attitudinal and behavioral objectives)
  • Creative Strategy Statement/Source Determination
  • IMC Program Element Mix
  • Specific Media Objectives/Mix
  • Evaluation Program
Project timeline
  • October 16, 2022
    Experience start
  • October 23, 2022
    Client's introductory session for students
  • November 6, 2022
    Project Scope Meeting
  • December 11, 2022
    Final Report and Presentation Delivery
  • December 11, 2022
    Experience end

Project Examples

Requirements

Examples include but are not limited to:

  • Market planning: developing market planning for small to medium size businesses.
  • 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.
  • Social Media: An analysis of how to leverage social media channels to reach different customer groups
  • Conduct external analysis (including customer, competitor, market and environment) as well as marketing mix performance.
  • Promotion planning: Studying the competitors within the business environment, students can come up with proper promotion planning for small to medium size businesses.

Additional company criteria

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

Incentives for students to be provided by the business: An official recommendation letter students can add to their resume, or an endorsement on students' LinkedIn page, or a reference of their cooperation with the business (in any form, LinkedIn reference, a certificate signed and sealed by the respective business, etc.)

Riipen template NDA forms will be signed by every student in the team.

Introducing someone to attend the final presentation either online or in-person, developing and/or filling the evaluation forms, and providing recommendation letters for the students.

Ba available for one either online or in-person session to explain project objectives for the group.

UCW is specifically following APA Style 7th edition for reports. Any other format cannot be accepted when delivering the report.

Be available for a quick online call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

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