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B2C Strategic Marketing Plan

COMM 468 201
Closed
UBC Sauder School of Business
UBC Sauder School of Business
Vancouver, British Columbia, Canada
Kristin Rotte
Marketing Instructor
(1)
3
Timeline
  • January 8, 2018
    Experience start
  • February 15, 2017
    Midway Check In
  • January 23, 2018
    Project Scope Meeting
  • March 26, 2018
    Experience end
Experience
8 projects wanted
Dates set by experience
Preferred companies
Vancouver, British Columbia, Canada
Any company type
Any industries

Experience scope

Categories
Marketing strategy
Skills
creative thinking creativity digital marketing marketing research marketing strategy
Learner goals and capabilities

Student-consultants working in groups will develop a comprehensive B2C marketing plan for a marketing objective of your choice.

Learners

Learners
Undergraduate
Any level
40 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.
  • Creative and actionable recommendations based on a clear, well-defined goal.

Project timeline
  • January 8, 2018
    Experience start
  • February 15, 2017
    Midway Check In
  • January 23, 2018
    Project Scope Meeting
  • March 26, 2018
    Experience end

Project Examples

Requirements

Starting this January, a group of five student-consultants will spend 300 hours building and effective marketing plan for your organization.

Based on their research and analysis, groups will create a plan that fulfills the 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:

  • 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:
  • question

    Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

  • question

    You must be a B2C organization (It’s fine to have B2B as part of your business model, but for this marketing plan, your end users must be consumers).

  • question

    You must submit your project application by December 2, 2017. The assignment is due to start at the beginning of January.

  • question

    Must review Client Outline document here: https://tinyurl.com/COMM468ClientOutline for the specific questions that must be addressed in your submission.

  • question

    Must have a kick off meeting (in person) with the students in the first 2 weeks of the course to discuss the project scope in detail.

  • question

    Must be available for 2-3 follow up meetings (in person or virtual) with the students and be responsive to their periodic emails.

  • question

    Must be available in person for the final presentation the week of March.

  • question

    Please review Course Overview here: https://tinyurl.com/COMM468Course prior to first kick off meeting with students.

  • question

    Provide a dedicated contact who will be available to answer periodic emails or phone calls over the duration of the project to address student’s questions or provide additional information.

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