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Marketing Strategy

MK 170
Closed
Lakeland College
Lakeland College
Vermilion, Alberta, Canada
KR
Ken Rutherford
Instructor
2
Timeline
  • October 9, 2020
    Experience start
  • October 10, 2020
    Project Scope Meeting
  • October 24, 2020
    Major aspects of work clarified to meet College/Business needs
  • December 1, 2020
    Experience end
General
  • Undergraduate; 1st year
  • 45 learners; teams of 5
  • 40 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 1/1 project matches
  • Anywhere
  • Academic experience
  • Social enterprise, Non profit, Small to medium enterprise, Family owned, Incubator
  • Any industries
Categories
Communications Market research Product or service launch Marketing strategy
Skills
sales & marketing marketing strategy business consulting data analysis research
Project timeline
  • October 9, 2020
    Experience start
  • October 10, 2020
    Project Scope Meeting
  • October 24, 2020
    Major aspects of work clarified to meet College/Business needs
  • December 1, 2020
    Experience end
Overview
Learner goals and capabilities

Here is a range of projects students in this Introductory Marketing Course will work on:

1. Identify a range of External Factors that can affect your specific business with regards to marketing

2. Our students can create a Core Values and mission statement. They can also evaluate your organizational culture and make recommendations.

3. Students will create zero-dollar marketing plans for small businesses and evaluate current plans.

4. Evaluate current customer touch points and offer specific recommendations to improve customer service

5. How to create a tribe out of your customers using social media marketing campaigns.

6. Product positioning using perceptual maps for current or planned products

7. Using the Product Life cycle tool to analyze your marketing objectives and marketing mix choices

8. Identifying, analyzing, and evaluating your and your competitors promotional techniques over a set period of time.

Expected outcomes and deliverables

Students will provide evidence in a number of ways:

1. Written reports showing supporting research, analysis, insights, and recommendations in standard academic/business format

2. Oral Presentations which will include opportunities for questions and answers and

3. Actual marketing campaigns.

Project Examples

Examples include but are not limited to:

  • 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 (Product, Place, Price and Promotion).
  • 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.
  • Developing an integrated online/offline communication strategy with pop-up stores, outdoor display ads, and app features recommendations for a large fashion retailer promoting an app that encourages online shopping.
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.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.