Applied Marketing Management
General
- Undergraduate; 3rd year
- 40 learners; teams of 6
- 40 hours per learner
- Dates set by experience
- Learners self-assign
Preferred companies
- 2/4 project matches
- Anywhere
- Academic experience
- Non profit, Large enterprise, Small to medium enterprise, Family owned
- Retail, Food & beverage, Entertainment, Hospitality, Manufacturing, Insurance, Science, Business services, Legal, Apparel & fashion, Telecommunications, Government, Technology, Education, Environment, Energy, Real estate, Automotive, Consumer goods & services, Non-profit, philanthropic & civil society, Banking & finance, Hospital, health, wellness & medical, Marketing & advertising, Trade & international business, Transport, trucking & railroad, Individual & family services, It & computing, Travel & tourism, Business & management, Construction, engineering & trades, Cosmetics & beauty, Defense & security, Human resources & recruitment, Liquor, wine & spirits, Mining, forestry & fishery, Publishing & printing, Sports & fitness
Categories
Skills
Project timeline
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September 4, 2022Experience start
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December 6, 2022Experience end
Overview
- Details
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Students analyze marketing problems and develop solutions to real-world situations. This course provides students with more advanced marketing theory, builds on some of what they already know, and provides an opportunity for them to apply their knowledge to a real client such as your own organization. Much of the focus of this course is on marketing planning and clients have in the past received either a marketing plan from student groups or an output which addresses a marketing requirement, such as a marketing communications plan. We generally work with clients that have been in business for at least a few years, have gone through early growth and now want to expand their markets or improve their revenues, perhaps by building their competitive position. Clients' annual revenues are generally in excess of $1 million, sometimes materially more. Past client projects have involved issues such as US market entry for Canadian firms, and customer attraction and retention.
- Learner skills
- Digital marketing, Branding, Competitive analysis, Business strategy, Marketing strategy
- Deliverables
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To be decided between the educator and interested employers. A Terms of Reference (ToR) will be developed collaboratively and students will deliver to this requirement with a presentation and report towards the end of the semester. The client will meet with student teams online or in-class twice before the delivery of each group's final presentation. There will be about 3-4 groups of approximately 4-5 students working on the project so the client will receive at least 3 presentations to address the ToR.
Project Examples
- Marketing plan
- Marketing communications plan
- Response to strategic marketing or marketplace issues
Additional company criteria
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. A Terms of Reference will need to be signed prior to the students starting their projects.
Provide a dedicated contact who is available to answer periodic emails over the duration of the project to address students' questions.
Availability to attend start-up meeting, interim meeting and final presentation when client will receive a report that responds to Terms of Reference