RBC Future Launch
RBC Future Launch
Log in Sign up

Digital Marketing Strategy and Execution

BMK 816
Open Closing on January 1, 2025 / 2 spots left
Seneca Polytechnic
Seneca Polytechnic
Toronto, Ontario, Canada
Raunica Ahluwalia
Professor
1
Timeline
  • January 6, 2025
    Experience start
  • April 11, 2025
    Experience end
Experience
2 projects wanted
Dates set by experience
Preferred companies
Toronto, Ontario, Canada
Startup, Family-Owned, Large enterprise, Non profit, Small to medium enterprise
Apparel & fashion, Consumer goods & services, Non-profit, philanthropic & civil society, Sports & fitness, Travel & tourism

Experience scope

Categories
Digital marketing
Skills
target audience strategic planning canva (software) digital assets secondary research ethical standards and conduct adobe express content creation digital marketing
Learner goals and capabilities
  1. Secondary research on industry, client's current digital assets, competitor's digital assets and consumer journey map
  2. Creation of evidence-based recommendations and strategic plans, utilizing industry-standard tools to effectively connect brands with their target audiences.
  3. Using Canva and Adobe Express to create content examples.

Learners

Learners
Post-graduate
Intermediate, Advanced levels
20 learners
Project
40 hours per learner
Educators assign learners to projects
Teams of 4
Expected outcomes and deliverables
  1. The group must conduct secondary research to complete a digital media audit (client website + current digital assets), analysis of 2 main competitors' digital assets and consumer journey map. The presentation will be 10 minute recorded presentation.
  2. Recommend 2-3 key digital media platforms, create a content calendar for the recommended digital media platforms. Create a consumer persona and tone of communication for digital assets. A written report of 5-6 pages.
  3. Platform-specific tactical execution plans with 3-4 examples with content. A written report of 5-6 pages or a recorded presentation.
Project timeline
  • January 6, 2025
    Experience start
  • April 11, 2025
    Experience end

Project Examples

Requirements
  • Develop a digital marketing strategy for a new product launch
  • Create a tactical plan for increasing brand engagement on social media
  • Analyze and optimize a company's current digital marketing efforts
  • Design a content marketing campaign to enhance brand visibility
  • Conduct a competitive analysis of digital marketing strategies in the industry
  • Evaluate the effectiveness of a brand's digital marketing platforms
  • Develop ethical guidelines for a brand's digital marketing practices
  • Create a digital marketing plan to improve customer retention

Additional company criteria

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

Provide students with information on the company and its structure, and marketing and communications tools and materials that would be relevant for the project

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions in a timely manner on an ongoing basis.

A briefing for the students and answering student questions (Briefing and Q&A can happen asynchronously)