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SMEI Marketing Strategy

SMEIY3
Closed
UBC Sauder School of Business
UBC Sauder School of Business
Vancouver, British Columbia, Canada
JH
Joey Hoegg
Associate Professor
1
Timeline
  • January 10, 2022
    Experience start
  • January 16, 2022
    Project Scope Meeting
  • April 2, 2022
    Experience end
General
  • Continuing Education
  • 10 learners; teams of 5
  • 25 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 2/2 project matches
  • Vancouver, British Columbia, Canada
  • Academic experience
  • Startup, Non profit, Small to medium enterprise, Sole proprietorship, Family owned
  • Any industries
Categories
Market expansion Product or service launch Sales strategy
Skills
competitive analysis sales & marketing marketing strategy
Project timeline
  • January 10, 2022
    Experience start
  • January 16, 2022
    Project Scope Meeting
  • April 2, 2022
    Experience end
Overview
Learner goals and capabilities

The major project in this course is a marketing plan. Students conduct customer analysis, competitive analysis, and internal analysis. They develop a set of recommendations for a promotional program to launch/grow the product/service. They create financial projections with sensitivity analysis. At the end of the course the report is turned over to the firm.

Expected outcomes and deliverables

A written report and presentation (if desired) will be given to the firm. The written report will typically contain the following:

1. Executive summary

2. Situation analysis (Category and competitor definition; Customer analysis; Competitor analysis; Channels analysis; Company analysis)

3. SWOT analysis/Formulating objectives

4. Recommended Product/Service/Activity strategy

5. Recommended supporting marketing programs

6. Monitors and Controls

7. Contingency Plans

Project Examples

Typically students work for smaller companies that wish to grow. For example, past students have done marketing plans for a non-profit looking to increase their volunteer base, a tea company looking to enter the local market, a wine tour company looking to expand into micro brew tours, a local sports team looking to increase revenue, etc.

Additional company criteria

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

A representative of the company will be available to answer questions from students in a timely manner for the duration of the project.

A representative of the company will be available for a pre-selection discussion with the administrator of the course to review the project scope.