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Buyer (Consumer) Behaviour - Strategic Marketing Plan (with Buyer Personas)

MARK 3215
Closed
Douglas College
Douglas College
New Westminster, British Columbia, Canada
David Keighron
Professor
(18)
6
Timeline
  • January 15, 2023
    Experience start
  • January 23, 2023
    Initial introduction meeting
  • April 24, 2023
    Experience end
Experience
7/9 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries

Experience scope

Categories
Customer segmentation Digital marketing Social media marketing Competitive analysis Marketing strategy
Skills
digital marketing branding competitive analysis marketing strategy research
Learner goals and capabilities

A group of four to five student-consultants will analyze, assess and provide recommendations (as well as mock-ups) to your organization around the core buyer behaviour principles that can be applied to a product(s) and the organizations marketing strategy to maximize its market potential.

Learners

Learners
Undergraduate
Any level
35 learners
Project
50 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables

Your organization will receive the following deliverables:

  • Weekly progress reports from student groups to make sure their clear channels communication from you, the client and student group.
  • A Strategic Report outlining all areas where your organization can implement consumer behaviour principles including developing buyer personas to strengthen and improve your presences both online and offline.
  • Mock-ups - Visuals (with Branding and messaging).
  • Video Presentation that can be used to present to other members of your team.
Project timeline
  • January 15, 2023
    Experience start
  • January 23, 2023
    Initial introduction meeting
  • April 24, 2023
    Experience end

Project Examples

Requirements

Starting mid-January, a group of four to five 3rd year Undergraduate marketing student-consultants will spend up to 200 hours over the course of the semester developing a strategic marketing report and presentation on how your organization can adapt your marketing strategy to implement the core buyer behaviour principles to improve engagement and maximize market potential.

Student-consultants will research, analyze, and provide actionable recommendations that can be applied to a particular product(s) and the organizations marketing strategy.

The project scope will include, but is not limited to:

  • Examining the organizations current marketing strategy.
  • Analyzing market potential through observing target markets and developing personas of ideal target customers
  • Apply consumer behaviour theories and principals to help your organization reach and impact these target customers.
  • Students will also provide you the client with a video recorded presentation, a report, as well a series of mock-ups either to launch during practicum or after the students have completed the project.

Additional company criteria

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

Be available for an initial client meeting with student group representative at the beginning of the semester.

Minimum of 2-3 interactions throughout the semester with student representative as needed based on your availability (approximately 4-6 hours over the duration of the project/group)

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.