RBC Future Launch
RBC Future Launch
Log in Sign up

SMEI Marketing Strategy

SMEIY3
Closed
UBC Sauder School of Business
UBC Sauder School of Business
Vancouver, British Columbia, Canada
Joey Hoegg
Associate Professor
1
Timeline
  • January 10, 2022
    Experience start
  • January 16, 2022
    Project Scope Meeting
  • April 2, 2022
    Experience end
Experience
2/2 project matches
Dates set by experience
Preferred companies
Vancouver, British Columbia, Canada
Startup, Non profit, Small to medium enterprise, Sole proprietorship, Family-Owned
Any industries

Experience scope

Categories
Market expansion Product or service launch Sales strategy
Skills
competitive analysis sales & marketing marketing strategy
Learner goals and capabilities

The major project in this course is a marketing plan. Students conduct customer analysis, competitive analysis, and internal analysis. They develop a set of recommendations for a promotional program to launch/grow the product/service. They create financial projections with sensitivity analysis. At the end of the course the report is turned over to the firm.

Learners

Learners
Continuing Education
Any level
10 learners
Project
25 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables

A written report and presentation (if desired) will be given to the firm. The written report will typically contain the following:

1. Executive summary

2. Situation analysis (Category and competitor definition; Customer analysis; Competitor analysis; Channels analysis; Company analysis)

3. SWOT analysis/Formulating objectives

4. Recommended Product/Service/Activity strategy

5. Recommended supporting marketing programs

6. Monitors and Controls

7. Contingency Plans

Project timeline
  • January 10, 2022
    Experience start
  • January 16, 2022
    Project Scope Meeting
  • April 2, 2022
    Experience end

Project Examples

Requirements

Typically students work for smaller companies that wish to grow. For example, past students have done marketing plans for a non-profit looking to increase their volunteer base, a tea company looking to enter the local market, a wine tour company looking to expand into micro brew tours, a local sports team looking to increase revenue, etc.

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

A representative of the company will be available to answer questions from students in a timely manner for the duration of the project.

A representative of the company will be available for a pre-selection discussion with the administrator of the course to review the project scope.