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Marketing Promotion

MRKT 625 (ON-SPRING24-01)
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
M. Yalcin Parmaksiz
M. Yalcin Parmaksiz
Faculty Member
(12)
6
General
  • Graduate; 2nd year
  • 16 learners; teams of 4
  • 10 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 1/1 project matches
  • Canada
  • Academic experience
  • Any company type
  • Any industries
Categories
Marketing Digital marketing Sales strategy Marketing strategy Social media marketing
Skills
marketing marketing promotion digital marketing
Project timeline
  • April 23, 2024
    Experience start
  • May 6, 2024
    Proposal
  • June 24, 2024
    Experience end
Overview
Details

This semester students work on a detailed Integrated marketing communications (IMC) plan. They will critically analyze the current environment, the company's strengths and weaknesses and a section on how to improve its 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 4 to 5 students, but there is a chance to keep groups flexible.

Learner skills
Marketing, Marketing promotion, Digital marketing
Deliverables

Students will submit:

  • Report
  • Recorded / 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 behavioural objectives)
  • Creative Strategy Statement/Source Determination
  • IMC Program Element Mix
  • Specific Media Objectives/Mix
  • Evaluation Program
Project Examples

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.