Marketing Analytics: Data-driven Digital Marketing Strategy
MARK4420
Student teams will analyze and prepare a marketing analysis report and digital marketing strategy based on the organization's provided data. Insofar the organization provides relevant data (read below for details), the students will be tasked with analyzing the provided data, generating insights, and providing marketing recommendations based on their findings in the following categories:Consumer AnalysisWebsite AnalysisOrganic Search AnalysisSocial Media AnalysisEmail AnalysisPaid Media AnalysisEarned Media AnalysisCompetitor AnalysisIdeal organizations are:Seeking a better understanding of their consumer and marketing dataLooking for data-driven marketing recommendations, ideas, and inspirationComfortable with students analyzing company data (submitted data may be anonymized or scrubbed with identifiable information)The organization must be willing to share marketing and consumer data with students for analysis, or access to platforms where analytics and/or performance data is available. The following data is desired (the instructor can work with the organization to clarify the appropriate amount and type of data): Customer data, search/SEO data, social media performance data, email performance data, paid digital ad performance data, and any other marketing data you wish to be analyzed. If needed, the data can be scrubbed and anonymized by the organization, but providing students with "real"' data ensures they will be providing a more relevant analysis and strategy.
Marketing Strategies, Ideas, and Recommendations
MARK 4483
In this directed-studies formatted course, marketing students (in their final year of study) work in small groups to help organizations seize a marketing opportunity, develop a strategic marketing recommendations, or solve a current marketing challenge.The students will be utilizing marketing research, strategic thinking, promotional tools, and marketing best practices to create a report and presentation with their recommendations. This course aims to provide students practical marketing experience working with an organization.
Marketing Analytics: Data-driven Digital Marketing Strategy
MARK4420-001
Student teams will analyze and prepare a marketing analysis report and digital marketing strategy based on the organization's provided data. Insofar the organization provides relevant data (read below for details), the students will be tasked with analyzing the provided data, generating insights, and providing marketing recommendations based on their findings in the following categories:Consumer AnalysisOrganic Search AnalysisSocial Media AnalysisEmail AnalysisPaid Media AnalysisEarned Media AnalysisCompetitor AnalysisIdeal organizations are:Seeking a better understanding of their consumer and marketing dataLooking for data-driven marketing recommendations, ideas, and inspirationComfortable with students analyzing company data (submitted data may be anonymized or scrubbed with identifiable information)The organization must be willing to share marketing and consumer data with students for analysis. The following data is desired (the instructor can work with the organization to clarify the appropriate amount and type of data): Customer data, search/SEO data, social media performance data, email performance data, paid digital ad performance data, and any other marketing data you wish to be analyzed. If needed, the data can be scrubbed and anonymized by the organization, but providing students with "real"' data ensures they will be providing a more relevant analysis and strategy.
Marketing Strategies and Recommendations
MARK4483-002
In this directed-studies formatted course, students work in small groups to help organizations seize a marketing opportunity, develop a strategic marketing recommendations, or solve a current marketing challenge.The students will be utilizing marketing research, strategic thinking, promotional tools, and marketing best practices to create a report and presentation with their recommendations. This course aims to provide students practical marketing experience working with an organization.
Integrated Marketing Communications Plan
MARK3340-001
Student teams will create an Integrated Marketing Communications (Promotional) Plan for an organization. These plans contain a combination of the following types of marketing communications or promotional tactics as part of an overall campaign:AdvertisingDirect MarketingDigital MarketingSales PromotionsExperiential / Event MarketingPublic Relations activitiesPersonal SellingEach student team will form a "promotional/marketing communication agency", and work towards answering a RFP (Request for Proposal), which focuses on marketing communication or promotional challenge(s) provided by the organization. At the end of the semester, they will pitch their ideas in presentation form (and the organization will also receive a written report from each team).Ideal organizations:Are seeking promotional/marketing communications ideas Are interested in collecting ideas and insights from novice/intermediate marketing studentsWant inspiration for promotional/marketing communication campaigns
Strategic Marketing Plan
MARK4483
Groups student-consultants will develop a strategic marketing plan that addresses a marketing challenge or opportunity your organization faces.
Customer Journey Mapping
MARK 3215
Student-consultant will analyze existing data, gather research, and integrate behaviour theory to build a Customer Journey Map. This will visualize how consumers engage with the client, outlining key stages, touchpoints, behavior, and pain points.
Strategic Marketing Plan
MARK 4483
A group of 2-4 student-consultants will prepare a strategic marketing plan (researching, analyzing, and providing actionable recommendations) addressing a marketing challenge / opportunity your organization faces