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Marketing Promotion

MRKT 625 (ON-SPRING24-01)
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
M. Yalcin Parmaksiz
M. Yalcin Parmaksiz
Faculty Member
(14)
6
Timeline
  • April 23, 2024
    Experience start
  • May 6, 2024
    Proposal
  • June 24, 2024
    Experience end
Experience
1/1 project matches
Dates set by experience
Preferred companies
Canada
Any company type
Any industries
Categories
Digital marketing Social media marketing Sales strategy Marketing strategy
Skills
marketing marketing promotion digital marketing
Learner goals and capabilities

This semester students work on a detailed Integrated marketing communications (IMC) plan. They will critically analyze the current environment, the company's strengths and weaknesses and a section on how to improve its promotional stance or solve a current marketing communication challenge. They will try to develop a Marketing promotional Plan to drive online traffic, customer leads and/or online sales. The students will use marketing research (secondary), strategy, digital promotional tools and marketing best practices to create a report and presentation. They will work in groups of 4 to 5 students, but there is a chance to keep groups flexible.

Learners
Graduate
Any level
16 learners
Project
10 hours per learner
Learners self-assign
Teams of 4
Expected outcomes and deliverables

Students will submit:

  • Report
  • Recorded / Online presentation

Project Deliverables:

  • Situation Analysis: Industry/Company Review, Product Review/Buyer Analysis, and Competitive Review
  • Segmentation, Targeting, and Positioning
  • Communications Objectives & Budget Request: Objectives (detailed SMART attitudinal and behavioural objectives)
  • Creative Strategy Statement/Source Determination
  • IMC Program Element Mix
  • Specific Media Objectives/Mix
  • Evaluation Program
Project timeline
  • April 23, 2024
    Experience start
  • May 6, 2024
    Proposal
  • June 24, 2024
    Experience end
Project Examples

Examples include but are not limited to:

  • Market planning: developing market planning for small to medium size businesses.
  • Marketing strategy review: Providing recommendations on what methods you can use to leverage and improve your marketing strategy, based on your organization's budget and current marketing strategy.
  • Marketing Mix strategy: Providing insight and recommending sustainable strategies related to the Marketing Mix.
  • Social Media: An analysis of how to leverage social media channels to reach different customer groups
  • Conduct external analysis (including customer, competitor, market and environment) as well as marketing mix performance.
  • Promotion planning: Studying the competitors within the business environment, students can come up with proper promotion planning for small to medium size businesses.