Fall 2024 The Marketing Practicum capstone course
Timeline
-
September 30, 2024Experience start
-
October 21, 2024Assignment #1: Market and Data Analytics Research
-
December 14, 2024Assignment #2: Application of Knowledge to Enhance Client Business
-
December 21, 2024Assignment #3: Deep Reflection and Future Recommendations
-
December 24, 2024Experience end
Timeline
-
September 30, 2024Experience start
-
October 21, 2024Assignment #1: Market and Data Analytics Research
Objective: Equip students with the skills to conduct comprehensive market and data analytics research, providing a foundation for identifying business opportunities and challenges.
Tasks:
• Perform an exhaustive situation analysis using the SOSTAC framework to evaluate the client's market position, competitive landscape, and external factors.
• Gather and analyze data using Google Analytics 4 and social media analytics tools to understand user behavior, engagement rates, and other critical metrics.
• Synthesize findings into a detailed report that identifies key opportunities for optimization and improvement.
Deliverables:
• A comprehensive Situation Analysis Report that includes a competitive and external environment analysis.
• A Data Collection Report that provides a detailed interpretation of analytics findings.
• A video presentation where the group will present their findings and insights to the client, demonstrating their understanding and ability to communicate effectively.
-
December 14, 2024Assignment #2: Application of Knowledge to Enhance Client Business
Objective: Utilize insights from the research phase to develop and execute strategies that enhance the client's business performance.
Tasks:
• Develop a strategic marketing plan based on the insights derived from the data analysis, aimed at optimizing conversion rates and enhancing user engagement.
• Implement and monitor the effectiveness of these strategies in real-time, making adjustments based on ongoing data analysis and client feedback.
• Maintain a detailed log of strategy implementation, challenges encountered, and adjustments made.
Deliverables:
• A Marketing Strategy Document outlining the developed strategies and the rationale behind each.
• An Implementation Log that records the execution of strategies and any challenges encountered.
• A video presentation where the group will discuss the implemented strategies, the results
-
December 21, 2024Assignment #3: Deep Reflection and Future Recommendations
Objective: Reflect on the group's learning and project outcomes, providing actionable future recommendations based on the project’s successes and areas for improvement.
Tasks:
• Conduct a thorough analysis of the implemented strategies to determine their effectiveness, using data to support findings.
• Reflect on the group's approach to teamwork, problem-solving, and adapting to feedback.
• Develop strategic recommendations for the client that build on successes and address shortcomings, considering current market trends and potential future challenges.
Deliverables:
• A Comprehensive Final Report that includes detailed reflections, an evaluation of strategy effectiveness, and future recommendations.
• A video presentation where the group presents their learnings, evaluations, and recommendations to the client, showcasing their ability to reflect deeply, think strategically, and communicate effectively.
• A professional presentation to the client summarizing key learnings, strategy evaluations, and future directions, demonstrating high levels of professionalism and engagement.
-
December 24, 2024Experience end
Categories
Marketing analyticsSkills
google analytics process analysis marketing user research behavioral analytics strategic planning heat maps consumer behaviour content strategy analyticsThe Marketing Practicum capstone course will have you working with a client on a specific project over the course of the semester. The course scenario: you and your group will be working with a client on a real-life project on behalf of a marketing agency, and the instructor will oversee your work as a senior manager. You will be expected to work in a professional manner with all parties as you would in a similar role in the real world.
Assignments are detailed in this document, there will be some instruction throughout the semester but the focus will be on implementing everything you have learned in your Marketing program to date. The SOSTAC marketing framework will be used along with project management tools, it’s expected you will use them. As a good marketer & employee, you should be resourceful but also know your limits and tap into your senior manager for anything you are unsure of.
Additional resources will be provided throughout the semester. See
the Weekly Course Info in Blackboard for week-to-week details and assignment due dates.
Week(due) Assignments & Submissions Weight
2 Team Charter Completion
6 Assignment #1: Market and Data Analytics Research 40%
13 Assignment #2: Application of Knowledge to Enhance Client Business 40%
14 Assignment #3: Deep Reflection and Future Recommendations 20%
Not all groups will be moving through this process at the same pace and multiple assignments may be worked on concurrently. Scheduled presentations will mostly take place with your clients with the group recording and submitting it to the senior manager as part of the assignment package. Scheduling in general is a critical part of this course as you need to complete the project in the prescribed timeframe and manage your relationships with client/partner. We will touch on this in the course, but it’s up to the group to drive this. Schedules need to get creative to fit everything in ie: work, rest, schoolwork, social time etc. An important consideration around marking in this course is the amount of effort and resourcefulness students and groups demonstrate along with implementing constructive feedback provided by clients and instructors.
• A Comprehensive Final Report that includes detailed reflections, an evaluation of strategy effectiveness, and future recommendations.
• A video presentation where the group presents their learnings, evaluations, and recommendations to the client, showcasing their ability to reflect deeply, think strategically, and communicate effectively.
• A professional presentation to the client summarizing key learnings, strategy evaluations, and future directions, demonstrating high levels of professionalism and engagement.
Project timeline
-
September 30, 2024Experience start
-
October 21, 2024Assignment #1: Market and Data Analytics Research
-
December 14, 2024Assignment #2: Application of Knowledge to Enhance Client Business
-
December 21, 2024Assignment #3: Deep Reflection and Future Recommendations
-
December 24, 2024Experience end
Timeline
-
September 30, 2024Experience start
-
October 21, 2024Assignment #1: Market and Data Analytics Research
Objective: Equip students with the skills to conduct comprehensive market and data analytics research, providing a foundation for identifying business opportunities and challenges.
Tasks:
• Perform an exhaustive situation analysis using the SOSTAC framework to evaluate the client's market position, competitive landscape, and external factors.
• Gather and analyze data using Google Analytics 4 and social media analytics tools to understand user behavior, engagement rates, and other critical metrics.
• Synthesize findings into a detailed report that identifies key opportunities for optimization and improvement.
Deliverables:
• A comprehensive Situation Analysis Report that includes a competitive and external environment analysis.
• A Data Collection Report that provides a detailed interpretation of analytics findings.
• A video presentation where the group will present their findings and insights to the client, demonstrating their understanding and ability to communicate effectively.
-
December 14, 2024Assignment #2: Application of Knowledge to Enhance Client Business
Objective: Utilize insights from the research phase to develop and execute strategies that enhance the client's business performance.
Tasks:
• Develop a strategic marketing plan based on the insights derived from the data analysis, aimed at optimizing conversion rates and enhancing user engagement.
• Implement and monitor the effectiveness of these strategies in real-time, making adjustments based on ongoing data analysis and client feedback.
• Maintain a detailed log of strategy implementation, challenges encountered, and adjustments made.
Deliverables:
• A Marketing Strategy Document outlining the developed strategies and the rationale behind each.
• An Implementation Log that records the execution of strategies and any challenges encountered.
• A video presentation where the group will discuss the implemented strategies, the results
-
December 21, 2024Assignment #3: Deep Reflection and Future Recommendations
Objective: Reflect on the group's learning and project outcomes, providing actionable future recommendations based on the project’s successes and areas for improvement.
Tasks:
• Conduct a thorough analysis of the implemented strategies to determine their effectiveness, using data to support findings.
• Reflect on the group's approach to teamwork, problem-solving, and adapting to feedback.
• Develop strategic recommendations for the client that build on successes and address shortcomings, considering current market trends and potential future challenges.
Deliverables:
• A Comprehensive Final Report that includes detailed reflections, an evaluation of strategy effectiveness, and future recommendations.
• A video presentation where the group presents their learnings, evaluations, and recommendations to the client, showcasing their ability to reflect deeply, think strategically, and communicate effectively.
• A professional presentation to the client summarizing key learnings, strategy evaluations, and future directions, demonstrating high levels of professionalism and engagement.
-
December 24, 2024Experience end
Project Examples
All the tasks have been sent.
Timeline
-
September 30, 2024Experience start
-
October 21, 2024Assignment #1: Market and Data Analytics Research
-
December 14, 2024Assignment #2: Application of Knowledge to Enhance Client Business
-
December 21, 2024Assignment #3: Deep Reflection and Future Recommendations
-
December 24, 2024Experience end
Timeline
-
September 30, 2024Experience start
-
October 21, 2024Assignment #1: Market and Data Analytics Research
Objective: Equip students with the skills to conduct comprehensive market and data analytics research, providing a foundation for identifying business opportunities and challenges.
Tasks:
• Perform an exhaustive situation analysis using the SOSTAC framework to evaluate the client's market position, competitive landscape, and external factors.
• Gather and analyze data using Google Analytics 4 and social media analytics tools to understand user behavior, engagement rates, and other critical metrics.
• Synthesize findings into a detailed report that identifies key opportunities for optimization and improvement.
Deliverables:
• A comprehensive Situation Analysis Report that includes a competitive and external environment analysis.
• A Data Collection Report that provides a detailed interpretation of analytics findings.
• A video presentation where the group will present their findings and insights to the client, demonstrating their understanding and ability to communicate effectively.
-
December 14, 2024Assignment #2: Application of Knowledge to Enhance Client Business
Objective: Utilize insights from the research phase to develop and execute strategies that enhance the client's business performance.
Tasks:
• Develop a strategic marketing plan based on the insights derived from the data analysis, aimed at optimizing conversion rates and enhancing user engagement.
• Implement and monitor the effectiveness of these strategies in real-time, making adjustments based on ongoing data analysis and client feedback.
• Maintain a detailed log of strategy implementation, challenges encountered, and adjustments made.
Deliverables:
• A Marketing Strategy Document outlining the developed strategies and the rationale behind each.
• An Implementation Log that records the execution of strategies and any challenges encountered.
• A video presentation where the group will discuss the implemented strategies, the results
-
December 21, 2024Assignment #3: Deep Reflection and Future Recommendations
Objective: Reflect on the group's learning and project outcomes, providing actionable future recommendations based on the project’s successes and areas for improvement.
Tasks:
• Conduct a thorough analysis of the implemented strategies to determine their effectiveness, using data to support findings.
• Reflect on the group's approach to teamwork, problem-solving, and adapting to feedback.
• Develop strategic recommendations for the client that build on successes and address shortcomings, considering current market trends and potential future challenges.
Deliverables:
• A Comprehensive Final Report that includes detailed reflections, an evaluation of strategy effectiveness, and future recommendations.
• A video presentation where the group presents their learnings, evaluations, and recommendations to the client, showcasing their ability to reflect deeply, think strategically, and communicate effectively.
• A professional presentation to the client summarizing key learnings, strategy evaluations, and future directions, demonstrating high levels of professionalism and engagement.
-
December 24, 2024Experience end