Concordia University
Log in Sign up

Digital Marketing Strategy (Fall Term)

MRKT 623
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
Dominika Hanc
Dominika Hanc
Faculty Member
(6)
6
Timeline
  • October 8, 2022
    Experience start
  • October 18, 2022
    Briefing Session
  • November 15, 2022
    Q&A Session
  • December 8, 2022
    Student's Presentations
  • December 18, 2022
    Experience end
General
  • Post-graduate
  • 30 learners; teams of 6
  • 10 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 3/3 project matches
  • British Columbia, Canada
  • Academic experience
  • Any
  • Any industries
Categories
Digital marketing Search engine optimization Social media marketing Marketing analytics Competitive analysis
Skills
digital marketing sales & marketing marketing strategy
Project timeline
  • October 8, 2022
    Experience start
  • October 18, 2022
    Briefing Session
  • November 15, 2022
    Q&A Session
  • December 8, 2022
    Student's Presentations
  • December 18, 2022
    Experience end
Overview
Learner goals and capabilities

This semester MBA-level students working in groups of 5 to 7 will apply their knowledge in digital marketing to help your organization develop a digital marketing campaign, develop a strategic digital marketing plan, or solve a current digital marketing challenge. Students explore proven practical examples of strategy selection, implementation, and management, and how competitive advantage is created and leveraged over time and distance in the context of rapidly evolving technologies and practice.

Expected outcomes and deliverables

Students will submit a Digital Marketing Plan (report) including their research, analysis, insights, and recommendations.

Students will also submit a pdf slide deck summarizing their key findings and recommendations to share with your employees.

Project Examples

The outcome of the project is a Digital Marketing Plan for the company based on the current situation analysis and business needs.

Working in groups of 5 to 7, MBA-level students will develop a Digital Marketing Plan to drive online traffic, customer leads and online sales. They complete audits on the business's current website analytics, SEO, and social media presence. Examples of the elements included but not limited to:

  • SEO plan,
  • Paid search marketing plan,
  • E-mail marketing plan,
  • Social media marketing plan,
  • Mobile marketing plan
  • Web analytics, evaluation & recommendations

The Digital Marketing Plan should outline the digital strategy and tactics for your company, including all or some of the following sections:

  • Introduction and Company Background
  • Situation Analysis
  • Objectives
  • Strategic decisions
  • Digital Marketing Tactics
  • Implementation / action plan
  • Conclusion

Please, note that this is a top-line digital strategy with recommendations and examples, but it won't provide any specific tactics or deliverables other than the plan. For example, teams won't build websites, create ads, social media calendars, keyword lists, etc.

Additional company criteria

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

A dedicated representative available for a quick online call with the instructor to confirm your scope is an appropriate fit for the course.

Provide an official letter of recommendation, endorsement on students' LinkedIn page, or a reference of their cooperation with the business

A dedicated representative available to attend the students’ marketing plan online presentation during the final week of the course as well as to provide feedback to the instructor and students.

Provide a dedicated representative available to attend an online meeting to tell students about your company and your goals for the project before the first milestone AND answer periodic emails or phone calls over the duration of the project to address students' questions (The best is to be able to attend a weekly/bi-weekly office hour with the students for about 15 min per team)