Retail Marketing
General
- Undergraduate; 2nd year
- 50 learners; teams of 5
- 20 hours per learner
- Dates set by experience
- Learners self-assign
Preferred companies
- 2/3 project matches
- Canada
- Academic experience
- Startup, Social enterprise, Non profit, Small to medium enterprise, Sole proprietorship, Incubator
- Retail, Apparel & fashion, Arts, Consumer goods & services, Non-profit, philanthropic & civil society, Cosmetics & beauty, Liquor, wine & spirits
Categories
Skills
Project timeline
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January 5, 2021Experience start
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January 12, 2021Group agreement
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January 19, 2021Initial meeting with the industry partner
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February 16, 2021Rough draft
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March 16, 2021Recommendations
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March 25, 2021Plan completion
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April 25, 2021Experience end
Timeline
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January 5, 2021Experience start
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January 12, 2021Group agreement
Attendance, expectations and overall respect in a contract, signed by the group.
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January 19, 2021Initial meeting with the industry partner
Meeting the industry partner and a general outline for the objectives to be researched and accomplished.
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February 16, 2021Rough draft
A rough draft of the research completed, the objectives, and the overall layout.
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March 16, 2021Recommendations
The recommendations of the group for the industry partner based on the objectives and research
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March 25, 2021Plan completion
Plan completion and submitted to INSTRUCTOR for review
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April 10, 2021Presentations ready, final plan resubmitted
Presentations prepared, with PowerPoint. Final plan complete
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April 15, 2021Presentations videoed
Video presentations complete. Projects and presentations submitted
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April 25, 2021Experience end
Overview
- Details
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Student-consultants will work in groups of approximately 5 to apply their knowledge in retail marketing to help your retail organization seize a marketing opportunity and develop a strategic marketing plan, or solve a current marketing challenge. Students will apply Industry recognized concepts used to support marketing decision making in a range of applications that may include; Positioning, Customer Targeting, Communication Strategy, Customer Relationship Management, In-store marketing, layout and atmospherics, and Legal issues in retail marketing in Canada.
- Learner skills
- Competitive analysis, Business strategy, Marketing strategy, Research, Digital marketing
- Deliverables
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1. A written report that summarizes the challenge, recommended solutions, and action plan.
Project Examples
Based on their in-depth research and analysis, the student-consultants will identify future opportunities for the retailer and recommend specific strategic actions, including an implementation plan.
Area of Focus:
Students will focus on both retailing, including analyses of: the retailing concept, the competitive environment, your customer, the consumer decision making process, your marketing strategy, value chain/distribution channel, your customer relationships, your current strategic plan, your retail trading area, and your merchandising strategy. 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.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Be available and have someone dedicated to answering questions and be present through either Zoom meetings and/or email.
Be available to present to the students on current issues/current state/goals/Q+A period a few days prior to the assignment start
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.