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Winter 2023 - Strategic Marketing Plan Aimed at Consumers

C468
Closed
UBC Sauder School of Business
UBC Sauder School of Business
Vancouver, British Columbia, Canada
Jenny Dickson
Instructor
3
Timeline
  • January 9, 2023
    Experience start
  • April 29, 2023
    Experience end
Experience
2/5 project matches
Dates set by experience
Preferred companies
Canada
Startup, Social enterprise, Large enterprise, Small to medium enterprise, Sole proprietorship
Entertainment, Apparel & fashion, Technology, Consumer goods & services, Travel & tourism
Categories
Communications Market research Marketing strategy
Skills
creativity digital marketing marketing strategy research data analysis
Learner goals and capabilities

Student-consultants working in groups will develop a comprehensive B2C marketing plan 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 users. Examples include food & beverages, fashion, entertainment, retail, emerging apps/technology that young adults often use etc.

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

Learners
Undergraduate
Any level
36 learners
Project
60 hours per learner
Learners self-assign
Teams of 5
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 customers and potential customers.
  • Creative, detailed and actionable recommendations, based on a well-defined goal.

Project timeline
  • January 9, 2023
    Experience start
  • April 29, 2023
    Experience end
Project Examples

Starting in September, a class of 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.
  • Promoting a new product/service launch.
  • Increasing brand awareness
  • Improving online communications (along with recommendations related to the product or service, packaging etc.)
  • Improving customer acquisition/retention.
  • Identifying new market segments and opportunities.
Companies must answer the following questions to submit a match request to this experience:

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

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

Complete and submit the application form (find link in the summary session) and email to the instructor - Jenny.Dickson@sauder.ubc.ca

Willing to commit to the project scope before the students begin work, and willing to provide students with organizational and customer data. This includes agreeing to help facilitate research with both existing and potential customers to ensure that the marketing plan is as meaningful as possible. (We can provide a non-disclosure agreement form for the students to sign.)