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B2C Strategic Marketing Plan

C468
Closed
UBC Sauder School of Business
UBC Sauder School of Business
Vancouver, British Columbia, Canada
JD
Jenny Dickson
Instructor
3
Timeline
  • January 12, 2021
    Experience start
  • April 24, 2021
    Experience end
General
  • Undergraduate; 4th year
  • 5 learners; teams of 5
  • 60 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 2/5 project matches
  • Canada
  • Academic experience
  • Startup, Social enterprise, Large enterprise, Small to medium enterprise, Sole proprietorship, Family owned
  • Entertainment, Apparel & fashion, Technology, Consumer goods & services, Travel & tourism, Cosmetics & beauty
Categories
Communications Market research Marketing strategy
Skills
creativity digital marketing research marketing strategy data analysis
Project timeline
  • January 12, 2021
    Experience start
  • April 24, 2021
    Experience end
Overview
Learner goals and capabilities

Student-consultants working in groups will develop a comprehensive marketing plan aimed at consumers, for a marketing objective of your choice. Our students are only looking to work with consumer-facing brands that are relevant to them as an end user (ie food & beverage, emerging apps/technology that young adults would use; fashion, retail, etc).

Please note these requirement before applying - you will need to fill out and submit this application form as well.

Expected outcomes and deliverables

At the completion of this project, your organization will receive:

  • A full marketing plan and presentation.
  • Analysis of all four marketing mix elements: product, price, distribution, and promotion.
  • Original research about your consumers and potential consumers.
  • Creative, detailed and actionable recommendations, based on a well-defined goal.

Project Examples

Starting in January, 4th year Marketing students working in groups of five will spend 300 hours building a strategic and creative marketing plan for your organization.

Based on their research and analysis, the groups will create a plan that fulfills an objective defined by your organization, under the guidance of their instructor.

The resulting plan will serve as a research-based road map to successfully achieve your marketing objective(s).

Potential scopes for this project can include, but are not limited to:

  • Increasing revenue or market share for an existing product/service.
  • Developing a marketing launch plan and driving sales for a new product/service.
  • Identifying new market segments and opportunities.
  • Improving consumer acquisition and / or retention.
  • Improving online communications (along with recommendations related to the product or service, packaging etc.)
Additional company criteria

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

Complete and submit the attached application form and email to the instructor (Jenny.Dickson@sauder.ubc.ca).

Available to attend the students’ marketing plan presentation over Zoom during the final week of the course as well as to provide feedback to the instructor.

Available to meet with the students over Zoom on 3-4 occasions during the semester and to respond in a timely manner to requests for information throughout the planning process.

Willing to commit to the scale and scope of the project before the students begin work, and willing to provide students with the organizational and customer data they need to complete the project. This includes agreeing to help facilitate research with both existing and potential customers to ensure that the marketing plan is as meaningful as possible.