Digital Marketing Strategy Plan - (Winter 2024)
General
- Graduate; 1st year, 2nd year
- 40 learners; teams of 6
- 15 hours per learner
- Dates set by experience
- Educators assign learners to projects
Preferred companies
- 2/2 project matches
- Canada
- Academic experience
- Any company type
- Any industries
Categories
Skills
Project timeline
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January 11, 2024Experience start
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February 8, 2024Proposal
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March 7, 2024Digital Marketing Plan & Presentations
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March 14, 2024Experience end
Timeline
-
January 11, 2024Experience start
-
February 8, 2024Proposal
-
March 7, 2024Digital Marketing Plan & Presentations
-
March 14, 2024Experience end
Overview
- Details
-
This semester MBA-level students working in groups of 6 will apply their knowledge in digital marketing to help 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 practices.
- Learner skills
- Marketing, Social media strategy, Customer acquisition
- Deliverables
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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 Examples
The project's outcome is a Digital Marketing Plan for the company based on the current situation analysis and business needs.
Working in groups of 5 to 7, MBA-level students will develop a Digital Marketing Plan to drive online traffic, customer leads, and online sales. They complete audits on the business's current website analytics, SEO, and social media presence. Examples of the elements included but are not limited to:
- SEO plan
- Paid search marketing plan
- E-mail marketing plan
- Social media marketing plan
- Mobile marketing plan
- Web analytics, evaluation & recommendations
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, note that this is a top-line digital strategy with recommendations and examples, but it won't provide any specific tactics or deliverables other than the plan. For instance, teams won't build websites, create ads, social media calendars, keyword lists, etc.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
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 LinkedIn or letter)
Attend a kickoff class online meeting to tell students about your company and your goals for the project before the first millstone (second or third week).
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)
Available to attend the students’ digital marketing plan online presentation during the final week of the course as well as to provide feedback to the instructor and students.