Ohio University
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Marketing Promotion

MRKT 625
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
David Keighron
David Keighron
Faculty, Innovation and Technology Visionary
(8)
6
Timeline
  • October 1, 2023
    Experience start
  • December 3, 2023
    Experience end
Experience
7/8 project matches
Dates set by experience
Preferred companies
Anywhere
Any company type
Any industries

Experience scope

Categories
Advertising Customer segmentation Digital marketing Social media marketing Communications
Skills
marketing communications situation analysis marketing research marketing integrated marketing communications sales
Learner goals and capabilities

This semester students work on a detailed Integrated marketing communications (IMC) plan. They will critically analyze the current environment, company's strengths and weaknesses and a section on how to improve the company's promotional stance or solve a current marketing communication challenge. They will try to develop a Marketing promotional Plan to drive online traffic, customer leads and/or online sales. The students will use marketing research (secondary), strategy, digital promotional tools and marketing best practices to create a report and presentation. They will work in groups of 5 to 7 students but there is a chance to keep groups flexible.

Learners

Learners
Post-graduate
Any level
80 learners
Project
50 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables

Students will submit:

  • Report
  • Online presentation

Project Deliverables:

  • Situation Analysis: Industry/Company Review, Product Review/Buyer Analysis, and Competitive Review
  • Segmentation, Targeting, and Positioning
  • Communications Objectives & Budget Request: Objectives (detailed SMART attitudinal and behavioral objectives)
  • Creative Strategy Statement/Source Determination
  • IMC Program Element Mix
  • Specific Media Objectives/Mix
  • Evaluation Program
Project timeline
  • October 1, 2023
    Experience start
  • December 3, 2023
    Experience end

Project Examples

Requirements

Examples include but are not limited to:

  • Market planning: developing market planning for small to medium size businesses.
  • Marketing strategy review: Providing recommendations on what methods you can use to leverage and improve your marketing strategy, based on your organization's budget and current marketing strategy.
  • Marketing Mix strategy: Providing insight and recommending sustainable strategies related to the Marketing Mix.
  • Social Media: An analysis of how to leverage social media channels to reach different customer groups
  • Conduct external analysis (including customer, competitor, market and environment) as well as marketing mix performance.
  • Promotion planning: Studying the competitors within the business environment, students can come up with proper promotion planning for small to medium size businesses.

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 present the problem statement, and answer questions from students in a timely manner for the duration of the project.

Incentives for students to be provided by the business: An official recommendation letter students can add to their resume, or an endorsement on students' LinkedIn page, or a reference of their cooperation with the business (in any form, LinkedIn reference, a certificate signed and sealed by the respective business, etc.)

Ba available for one either online or in-person session to explain project objectives for the group.