Riipen
Log in Sign up

Group Social Media Audit and Digital Strategy

MMKG 6560A
Closed
Schulich School of Business
Schulich School of Business
Toronto, Ontario, Canada
Martin Waxman
Martin Waxman
Adjunct Professor
(3)
1
Timeline
  • October 15, 2019
    Experience start
  • November 9, 2019
    Project Scope Meeting
  • November 27, 2019
    Midway Check In
  • December 4, 2019
    Experience end
General
  • 51 learners; teams of 6
  • 10 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 8/5 project matches
  • Anywhere
  • Academic experience
  • Startup, Non profit, Small to medium enterprise, Large enterprise, Any
  • Food & beverage, Legal, Apparel & fashion, Entertainment, Environment, Arts, Consumer goods & services, Non-profit, philanthropic & civil society, Hospital, health, wellness & medical, Marketing & advertising, It & computing, Travel & tourism, Cosmetics & beauty, Liquor, wine & spirits, Media & production, Sports & fitness
Categories
General Communications Product or service launch Marketing strategy
Skills
digital marketing research digital strategy marketing strategy
Project timeline
  • October 15, 2019
    Experience start
  • November 9, 2019
    Project Scope Meeting
  • November 27, 2019
    Midway Check In
  • December 4, 2019
    Experience end
Overview
What is the main goal for this project?

In a group of 6 participants will work with organization or brand to conduct an audit of their social media and digital marketing channels and develop a digital strategy designed to help achieve the organization’s goals.

Learner skills
Digital marketing, Research, Digital strategy, Marketing strategy
What tasks will learners need to complete to achieve the project goal?

The group must conduct research, complete a social media and digital marketing audit and develop a digital strategy for an organization or brand. The report will be in PPT or another presentation format.

Organizations that participate in this assignment will get an analysis of their brand's effectiveness on social media and a digital marketing strategy.

Project Examples
  • Research the organization’s brand archetype and character and describe how that shapes its approach to social media and digital marketing.
  • Prepare an overview of the organization, SWOT and a top-line analysis of two competitors.
  • Provide a review and strategic analysis of the organization’s current goals, social media and digital marketing strategies, audience, tactics, content mix, stories/communications, creativity, channels, influencers, partners, and audience engagement.
  • Analyse at least 3 channels from the following list: Facebook, Twitter, Instagram, LinkedIn, YouTube, Snapchat, Pinterest, other.
  • Identify 3 tools you would recommend to the organization to help optimize, manage, and/or measure social and/or digital media and explain why you selected them.
  • Develop a digital strategy that includes measurable objectives, a creative idea, 3 digital tactics that incorporate the idea, and how you'd measure success.
Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Be available for a call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course, be available for a check-in call, if required.

Professors will not be involved in any part of the selection, ranking, or awarding of Incentive winners. Organizations that elect to offer Incentives are solely responsible for the screening, selection, awarding, and provision of any Incentives.

Schulich School of Business assumes no liability and is not responsible for the selection, ranking, awarding or provision of the Incentives to the winners.

Provide students with information on the company and its structure, and marketing and communications tools and materials that would be relevant for the project.

Incentives, prizes, and/or awards (hereafter referred to as “Incentives”) may or may not be offered at the sole discretion of the organization and awarded upon the completion of the project.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions in a timely manner on an ongoing basis.