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Strategic Marketing Plan for B2C Companies

COMM - 468
Closed
UBC Sauder School of Business
UBC Sauder School of Business
Vancouver, British Columbia, Canada
Jenny Dickson
Instructor
3
Timeline
  • August 31, 2017
    Experience start
  • September 15, 2017
    Project Scope Meeting
  • December 25, 2017
    Experience end
Experience
10 projects wanted
Dates set by experience
Preferred companies
Anywhere
Any company type
Apparel, Ecommerce, Alcohol brands, Consumer technology products i.e. wireless, apps, Travel services, Food brands, Non-alcoholic beverage brands, Sports and recreation brands

Experience scope

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

A group of 4th year student-consultants will work with your B2C company to develop a comprehensive marketing plan for a clearly defined 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, you’ll 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
  • August 31, 2017
    Experience start
  • September 15, 2017
    Project Scope Meeting
  • December 25, 2017
    Experience end

Project Examples

Requirements

The students will dedicate approximately 300 hours to research, analyze and create their plan while being coached by their instructor.

Potential scopes for this project can include, but are not limited to, the following:

  • 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

    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 July 31st, 2017. The assignment is due to start at the beginning of September.

  • 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 December 11th.

  • question

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