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Marketing planning Winter 2027
York University
Learners deliver a detailed marketing plan and strategic presentation, offering actionable insights and strategies to enhance company marketing efforts.
Advertising Communications Market expansion Marketing strategy Social media marketing
Projects start on January 4, 2027
Open

Interested in this experience?

Join as an employer to request a match, or join as a learner to access projects. Learn more
Timeline
  • January 4, 2027
    Experience start
  • April 6, 2027
    Experience end

About this experience

Contact
Ian Gordon
Adjunct Professor of Marketing
6
Learner skills
marketing planning marketing communications marketing secondary research primary research zoom (video conferencing tool)
What learners can do

This third-year undergraduate Marketing Planning course partners learner teams with established organizations to develop a practical, implementation-ready marketing plan.

Learners will:

  1. Conduct structured secondary research (industry, competitors, customers, macro-environment)
  2. Analyze the organization’s current marketing strategy and performance
  3. Identify key strategic issues and opportunities
  4. Develop clear target market and positioning recommendations
  5. Create actionable marketing objectives (SMART)
  6. Develop integrated marketing mix or communications strategies
  7. Provide an implementation roadmap and budget allocation recommendations
  8. Present strategic recommendations professionally to organizational stakeholders

Primary research will NOT be conducted. All analysis will be based on secondary research and materials provided by the organization.


Learner Profile

  1. Undergraduate – 3rd year (Marketing major)
  2. Intermediate level
  3. Teams of 5 learners
  4. ~50 hours per learner (≈250 team hours total)


Industry Partner Responsibilities (Non-Negotiable)

To ensure project success, partner organizations must:

  1. Provide a clear business challenge or objective
  2. Share relevant background materials (sales data, past marketing efforts, brand guidelines, etc.)
  3. Assign a dedicated point of contact
  4. Respond to student communications within 2 business days when possible
  5. Attend:
  6. Kickoff meeting (45–60 minutes)
  7. Midpoint feedback session (45 minutes)
  8. Final presentation (60 minutes)
  9. Provide constructive feedback using the evaluation criteria provided
  10. Clarify confidentiality expectations and NDA requirements (if applicable)


How learners and employer interact

Up to 4 teams are assigned per project, and individual deliverables are provided per team.

Experience
1/3 project matches
Preferred companies
Anywhere
Any company type
Any industries

What learners can deliver

Expected outcomes and deliverables

Comprehensive Marketing Plan (15–25 pages)

Includes:

  1. Executive summary
  2. Situation analysis (industry, competitors, SWOT)
  3. Target market definition
  4. Positioning strategy
  5. Marketing objectives (SMART)
  6. Marketing mix strategy (4Ps/7Ps as applicable)
  7. Budget allocation framework
  8. Implementation timeline
  9. Key performance indicators (KPIs)

Presentation

  1. 20-minute strategic presentation delivered via Zoom
  2. Slide deck (shared in soft copy)
  3. Final written report (PDF or Word)
Learners
Undergraduate
Intermediate levels
30 learners
Project
50 hours per learner
Educators assign learners to projects
Teams of 5
Up to 4 team(s) per project.
Project timeline
  • January 4, 2027
    Experience start
  • April 6, 2027
    Experience end

Projects you can submit

Project Fit – What Makes a Good Host Project

This experience is appropriate for organizations that:

  1. Have been operating for at least 3 years
  2. Generate at least $1M in annual revenue
  3. Have an existing product/service and market presence
  4. Are seeking structured strategic planning support
  5. Have internal capacity to implement recommendations
  6. Can provide sufficient background information

Not suitable for:

  1. Start-ups in early validation stage
  2. Organizations seeking primary market research
  3. Organizations without available internal data
  4. Organizations that have less than $20,000 per year in marketing budget


Example Project Types

  1. Entering a new geographic market
  2. Improving positioning in a competitive market
  3. Restructuring marketing mix for growth
  4. Developing a communications strategy for a new service line
  5. Re-aligning brand messaging for a new target segment
  6. Improving marketing effectiveness and ROI measurement


Expected Outcomes and Deliverables

By the end of the project, organizations will receive:

  1. A professionally written strategic plan
  2. Clear, prioritized recommendations
  3. Budget allocation guidance
  4. Implementation timeline
  5. Defined KPIs for performance measurement
  6. A presentation-ready executive summary


Deliverables are structured so they can:

  1. Be presented to internal leadership
  2. Support budgeting decisions
  3. Inform annual planning
  4. Guide internal marketing teams or agencies

Required questions for companies

Companies matching with this experience will answer these questions.

  • Q1 - Text short
    Is your requirement for a marketing plan or marketing communications plan?  *
  • Q2 - Text short
    Does your organization have capacity and budget to implement recommendations developed in this plan?  *
  • Q3 - Text short
    What data, reports, or internal materials will you provide to support the team’s secondary research?  *
  • Q4 - Text short
    Who will be the primary point of contact, and can they commit to time involved in working with the Lecturer to refine Terms of Reference the Lecturer will prepare, and attending kickoff, midpoint, and final meetings?  *
  • Q5 - Multiple choice
    Are there any confidentiality requirements or NDA conditions students should be aware of?  *
    • Yes
    • No
  • Q6 - Multiple choice
    Has the organization been in operation for at least 3 years? (This course is not well suited to start-ups or early lifecycle orgs)  *
    • Yes
    • No
  • Q7 - Multiple choice
    Does the organization have at least $20,000 per year to implement recommendations?  *
    • Yes
    • No