Strategic Marketing (T)
Timeline
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February 16, 2021Experience start
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February 20, 2021Project Scope Meeting (online)
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February 27, 2021Project Action Plan - Draft (email)
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March 17, 2021Marketing Project Status Reports and Marketing Research Approach & Questions
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April 7, 2021Marketing project status reports and Midway Check-in
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April 28, 2021Final Presentation and Reflection
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April 29, 2021Experience end
Timeline
-
February 16, 2021Experience start
-
February 20, 2021Project Scope Meeting (online)
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
February 27, 2021Project Action Plan - Draft (email)
Students will share their initial write up of the project.
-
March 17, 2021Marketing Project Status Reports and Marketing Research Approach & Questions
Students will seek approval on primary research approach and research questions.
-
April 7, 2021Marketing project status reports and Midway Check-in
Students will provide an update on the project.
-
April 28, 2021Final Presentation and Reflection
Marketing project presentations and reflection. Deliver marketing project presentations. Retrospection. Submit final projects in Blackboard by April 28, at 4 PM.
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April 29, 2021Experience end
Experience scope
Categories
Communications Market research Marketing strategySkills
digital marketing creative thinking marketing research marketing strategy data analysisThis capstone marketing course will include a detailed examination of the marketing of products and services from a strategic viewpoint with an emphasis on the paradigm shift that has occurred due to Covid-19. Students apply material learned from prior marketing, managerial, economic, financial, and quantitative coursework to client projects. Further, students will analyze the marketing variables inherent in today’s rapidly changing environments, especially as they relate to crisis management and companies retooling, and be required to make business and marketing decisions accordingly.
Learners
Deliverables will vary depending on your organizational needs and will be confirmed consultation with the course instructors and may include:
- A full marketing plan and presentation.
- Analysis of all four marketing strategy elements; product, price, distribution, and promotion.
- Research about your industry, competitive space or customers.
- A revised brand strategy analysis.
- A detailed situation/SWOT analysis.
- A social media program that includes messaging.
Project timeline
-
February 16, 2021Experience start
-
February 20, 2021Project Scope Meeting (online)
-
February 27, 2021Project Action Plan - Draft (email)
-
March 17, 2021Marketing Project Status Reports and Marketing Research Approach & Questions
-
April 7, 2021Marketing project status reports and Midway Check-in
-
April 28, 2021Final Presentation and Reflection
-
April 29, 2021Experience end
Timeline
-
February 16, 2021Experience start
-
February 20, 2021Project Scope Meeting (online)
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
February 27, 2021Project Action Plan - Draft (email)
Students will share their initial write up of the project.
-
March 17, 2021Marketing Project Status Reports and Marketing Research Approach & Questions
Students will seek approval on primary research approach and research questions.
-
April 7, 2021Marketing project status reports and Midway Check-in
Students will provide an update on the project.
-
April 28, 2021Final Presentation and Reflection
Marketing project presentations and reflection. Deliver marketing project presentations. Retrospection. Submit final projects in Blackboard by April 28, at 4 PM.
-
April 29, 2021Experience end
Project Examples
Requirements
Starting in February, a group of student-consultants (usually 5-6 students per team) will spend about 50-60 hours building a marketing-related project for your organization that can revolve around a go-to market strategy, environmental scanning, brand management, market segmentation and social media strategy/messaging. Based on the particular project, groups will create a plan that fulfills the objective defined by your organization under their instructor's guidance.
Students will apply the appropriate analytic, problem-solving, and decision-making skills in business situations, contributing to an in-depth view of marketing strategy and how it functions within the confines of your business, focusing on:
- Value creation.
- Strategic competitive analysis and advantage.
- Segmentation, targeting, and positioning.
- Corporate branding and reputation management.
- Organizational structure.
- Crisis management.
- Learning by following models.
Potential scopes for this project can include, but are not limited to:
- Promoting a new product/service launch.
- Improving online communications.
- Increasing revenue for an existing product/service.
- Increasing market share/brand awareness.
- Improving customer acquisition/retention.
- Identifying new market segments and opportunities.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Timeline
-
February 16, 2021Experience start
-
February 20, 2021Project Scope Meeting (online)
-
February 27, 2021Project Action Plan - Draft (email)
-
March 17, 2021Marketing Project Status Reports and Marketing Research Approach & Questions
-
April 7, 2021Marketing project status reports and Midway Check-in
-
April 28, 2021Final Presentation and Reflection
-
April 29, 2021Experience end
Timeline
-
February 16, 2021Experience start
-
February 20, 2021Project Scope Meeting (online)
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
February 27, 2021Project Action Plan - Draft (email)
Students will share their initial write up of the project.
-
March 17, 2021Marketing Project Status Reports and Marketing Research Approach & Questions
Students will seek approval on primary research approach and research questions.
-
April 7, 2021Marketing project status reports and Midway Check-in
Students will provide an update on the project.
-
April 28, 2021Final Presentation and Reflection
Marketing project presentations and reflection. Deliver marketing project presentations. Retrospection. Submit final projects in Blackboard by April 28, at 4 PM.
-
April 29, 2021Experience end