Ohio University
Ohio University
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Marketing Communications Strategy

MKT 4630
Closed
Ohio University
Ohio University
Athens, Ohio, United States
Adam Hepworth
Adam Hepworth
Assistant Professor of Marketing
(1)
2
Timeline
  • September 2, 2022
    Experience start
  • December 4, 2022
    Experience end
Experience
2/2 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries
Categories
Customer segmentation Digital marketing Communications Product or service launch Marketing strategy
Skills
marketing strategy communication
Learner goals and capabilities

This is the capstone course project that is designed to aggregate undergraduate students’ learning experiences across the marketing major. In line with your organization’s goals, a team of students will develop a business-to-consumer (B2C) strategic marketing communications plan to address fit between your brand and the market. Student teams will deliver a tight, cohesive, and compelling strategic communication plan for the brand that will shape the company’s success in the market.

Our students will determine an effective and impactful approach to deliver your B2C communication campaign to its intended audience. In devising this plan, the team(s) will extensively research the market to discover opportunities to better connect with your audience.

Having a few live calls and end of semester presentation will be essential. This course meets on Tues/Thursday in the morning, so partnering with a client in the Eastern or Central time zones in North America will likely work best!

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

Final deliverables will include:

A written report including:

    1. An executive summary.
    2. A SWOT analysis.
    3. A segmentation and positioning plan.
    4. An overview and discussion of communication channels.
    5. A growth plan for the communication strategy.
    6. Other criteria specific to the individual project.
    7. References and appendices.

A 30-45-minute presentation with a 10-15-minute Q&A session (scheduled for early December).

Project timeline
  • September 2, 2022
    Experience start
  • December 4, 2022
    Experience end
Project Examples

What our students can do for you:

  • Create an integrated marketing campaign for a new (or existing) product or service.
  • Recommend changes to new or existing advertising and other communication materials to ensure a consistent communication message.
  • Devise a communication segmentation plan.
  • Conduct a comprehensive SWOT analysis.
  • Develop a clear statement of positioning your brand for the market.
  • Recommend a long-term growth orientation for successfully growing the brand in the market.
  • Work with the client to develop specific insight into requested areas (i.e., social media strategy, etc.).
Companies must answer the following questions to submit a match request to this experience:

• An initial live video meeting with the instructor and students to set the objectives, establish the project scope, and answer any questions. • Provide a contact who is available to respond to emails or virtually meet with students during a mid-semester check-in. • Presence during end of semester presentation (one-hour block of time in early December)

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit.