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Strategic Marketing Plan

BUSI 2208
Closed
Carleton University
Carleton University
Ottawa, Ontario, Canada
Leighann Neilson
Associate Professor
1
Timeline
  • September 19, 2017
    Experience start
  • September 15, 2017
    Identification of organization to work with
  • September 22, 2017
    Submission of completed memorandum of understanding
  • September 22, 2017
    Project Scope Meeting
  • October 20, 2017
    Submission of initial analysis for feedback and grading
  • November 24, 2017
    Delivery of final marketing plan to business
  • November 17, 2017
    Experience end
Experience
30 projects wanted
Dates set by experience
Preferred companies
Ontario, Canada
Charities, Not-for-profit, Small Business, Community organizations
Any industries
Categories
Market research Marketing strategy
Skills
market segmentation strategy marketing mix market research teamwork communications skills
Learner goals and capabilities

Business students will address a marketing challenge or opportunity of your choosing, applying marketing concepts and principles to provide you with strategic recommendations.

Learners
Undergraduate
Any level
150 learners
Project
15 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables

The final project deliverable is a formal marketing plan, which includes:

  • An executive summary
  • A clear statement of the marketing issue (problem or opportunity)
  • A thorough environmental analysis, identifying organizational strengths and weaknesses along with opportunities and threats (SWOT analysis)
  • A segmentation analysis
  • 3 alternative strategies to resolve the marketing issue
  • A recommended strategy, cost/benefit analysis and marketing mix
  • An implementation timeline
Project timeline
  • September 19, 2017
    Experience start
  • September 15, 2017
    Identification of organization to work with
  • September 22, 2017
    Submission of completed memorandum of understanding
  • September 22, 2017
    Project Scope Meeting
  • October 20, 2017
    Submission of initial analysis for feedback and grading
  • November 24, 2017
    Delivery of final marketing plan to business
  • November 17, 2017
    Experience end
Project Examples

Starting this September, a group of 5-6 students will work with your small business or not-for-profit organization to assist your marketing strategy.

You provide students with a marketing issue, challenge or opportunity, and they work over the semester to research and provide solutions and recommendations. You'll receive insights from the student demographic that take into account best practices of market segmentation and integrated marketing communications.

Project focus can include, but is not limited to:

  • Researching new markets or new locations
  • Pricing strategies
  • New product introduction
  • Social media plans
  • Marketing communications plans

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

Complete the memorandum of understanding with the students (mandatory)

Meet with students, either in person or by phone/Skype/email to discuss the marketing issues and provide information (mandatory)

Confirm receipt of final marketing plan from students when contacted by professor (mandatory)

Complete follow-up survey approx 1 month after receiving final assignment (voluntary)