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B2C Strategic Marketing Plan W23

COMM 468 201
Closed
UBC Sauder School of Business
UBC Sauder School of Business
Vancouver, British Columbia, Canada
Kristin Rotte
Marketing Instructor
(1)
3
Timeline
  • January 16, 2023
    Experience start
  • January 24, 2023
    Project Scope Meeting (online)
  • February 11, 2023
    Project Action Plan - Draft (email)
  • February 18, 2023
    Marketing Research Approach & Questions (email + possible online)
  • March 2, 2023
    Midway Check in (email or online)
  • April 15, 2023
    Final Presentation (online)
  • April 23, 2023
    Experience end
Experience
2/3 project matches
Dates set by experience
Preferred companies
Vancouver, British Columbia, Canada
Any
Any industries
Categories
Customer segmentation Marketing strategy
Skills
digital marketing creative thinking marketing research marketing strategy data analysis
Learner goals and capabilities

Student-consultants working in groups will develop a comprehensive B2C or B2B marketing plan for a marketing objective of your choice.

Learners
Undergraduate
Any level
42 learners
Project
60 hours per learner
Learners self-assign
Teams of 6
Expected outcomes and deliverables

At the completion of this project, your organization will receive:

  • A full marketing plan and presentation.
  • Analysis of all four marketing mix elements; product, price, distribution and promotion.
  • Original research about your customers.
  • Creative and actionable recommendations based on a clear, well-defined goal.

Project timeline
  • January 16, 2023
    Experience start
  • January 24, 2023
    Project Scope Meeting (online)
  • February 11, 2023
    Project Action Plan - Draft (email)
  • February 18, 2023
    Marketing Research Approach & Questions (email + possible online)
  • March 2, 2023
    Midway Check in (email or online)
  • April 15, 2023
    Final Presentation (online)
  • April 23, 2023
    Experience end
Project Examples

Starting this January, a group student-consultants (usually 5-6 students per team) will spend 300 hours building and effective marketing plan for your organization.

Based on their research and analysis, groups will create a plan that fulfills the objective defined by your organization, under the guidance of their instructor.

The resulting plan will serve as a research-based road map to successfully achieve your marketing objective(s).

Potential scopes for this project can include, but are not limited to:

  • Promoting a new product/service launch.
  • Improving online communications.
  • Increasing revenue for an existing product/service.
  • Increasing market share/brand awareness .
  • Improving customer acquisition/retention.
  • Identifying new market segments and opportunities.
Companies must answer the following questions to submit a match request to this experience:

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.

Must share all relevant information with the students that will help them have succses in this project. A NDA can be signed if desired.

Must be available in person or online for the final presentation the week first or second week of April.

You must submit your project application by December 20, 2022. The assignment is due to start in mid-January.

You must be an organization with a Marketing Challenge, for which you could benefit from a Strategic Marketing Plan as a deliverable.

Must be available for 2-3 follow up meetings (online or in-person) with the students and be responsive to their periodic emails.

Must review Course Outline and the Client Outline documents (will be provided, once interest is expressed).

Must have a kick off meeting (prefer in-person) with the students in the first 2 weeks of the course to discuss the project scope in detail.

Provide a dedicated contact who will be available to answer periodic emails or phone calls over the duration of the project to address student’s questions or provide additional information.