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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
DK
David Keighron
Professor
(18)
6
Timeline
  • January 15, 2023
    Experience start
  • January 23, 2023
    Initial introduction meeting
  • April 24, 2023
    Experience end
General
  • Undergraduate; 3rd year
  • 35 learners; teams of 5
  • 50 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 7/9 project matches
  • Anywhere
  • Academic experience
  • Any
  • Any industries
Categories
Customer segmentation Digital marketing Social media marketing Competitive analysis Marketing strategy
Skills
digital marketing branding competitive analysis marketing strategy research
Project timeline
  • January 15, 2023
    Experience start
  • January 23, 2023
    Initial introduction meeting
  • April 24, 2023
    Experience end
Overview
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.

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 Examples

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.