Marketing Plan
General
- 50 learners; teams of 5
- 25 hours per learner
- Dates set by experience
- Learners self-assign
Preferred companies
- 5 projects wanted
- Canada
- Academic experience
- Any
- Any industries
Categories
Skills
Project timeline
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February 11, 2020Experience start
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March 13, 2020Project Scope Meeting
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March 25, 2020Midway Check In
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May 1, 2020Experience end
Timeline
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February 11, 2020Experience start
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March 13, 2020Project Scope Meeting
Meeting between students and organization during the 2nd week of March to confirm: project scope, communication styles, deliverables, and important dates (plan for project completion). Students will execute the project as outlined in the plan, and will communicate with organization representatives on a regular basis to review progress and incorporate feedback.
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March 25, 2020Midway Check In
Meeting between students and organization during the third week of March to ensure that progress is on track.
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May 1, 2020Experience end
Overview
- Details
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Working in groups of 4-5 students, the teams will dedicate 100 hours towards developing a marketing plan to help your organization seize a marketing opportunity or solve a current marketing challenge. The team will use marketing research and marketing strategy techniques to create an actionable report and presentation.
- Learner skills
- Marketing strategy, Analysis, Research
- Deliverables
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Student teams will submit the following deliverables:
1. A report of the market research findings and recommendations
2. A 20 minutes presentation that summarizes their key research findings, insights, and recommendations, which you can share with employees
Project Examples
Based on the information, goals and support provided by your organization, students will conduct primary market research, using focus groups, to determine your target market's needs and effective brand positioning strategy.
Research activities can include, but are not limited, to the following:
- Focus group discussions with current and prospective customers
- Competitor SWOT analysis
- Analysis of product positioning
- Identification of potential new customer segments for your market offering
- Identify potential new product/ service for the company.
The students will use the results of this research and analysis to create a marketing plan with recommendations on how to change and improve your marketing strategy. Students will consider your organization's budget and other constraints to ensure these recommendations are realistic and actionable.
Components of a marketing plan can include, but are not limited, to the following:
- Consumer insights, recommendations, and strategies related to the Marketing Mix (Product, Place, Price and Promotion)
- Strategy to target a new customer segment, and an implementation plan
- Strategy to launch a potential new product or service, and an implementation plan
- Competitive strategy highlighting how your product /service offering can be differentiated from competitors
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Be available to attend the final presentation during the week of April 1st-2nd, either remotely or in-person (if you are local to the GTA).
Minimum of 2-4 interactions with the students in-person or remotely (approximately 4-8 hours over the duration 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.
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.