Fall 2021 Marketing Communications Practicum
Timeline
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September 7, 2021Experience start
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September 11, 2021Situation Analysis
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September 15, 2021Project Scope Meeting
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September 18, 2021STP Analysis
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September 25, 2021Team Meeting
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October 9, 2021Consumer Behaviour Research Plan
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December 11, 2021Experience end
Timeline
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September 7, 2021Experience start
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September 11, 2021Situation Analysis
5% of your final grade. Report format with in-depth research support
-
September 15, 2021Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates.
-
September 18, 2021STP Analysis
5% of your final grade. Report format with in-depth research support
-
September 25, 2021Team Meeting
2.5% of your final grade. 1 mandatory team meeting. The Instructor will provide constructive feedback on the Situation Analysis and STP Analysis Reports
and questions will be asked to each student group. Group members must be prepared and actively participate in the meeting -
October 9, 2021Consumer Behaviour Research Plan
5% of your final grade
-
October 23, 2021Strategy, 4 P’s & Implementation & Control Plan
5% of your final grade. Report format with in-depth research support
-
November 16, 2021Marketing Plan Report
20% of your final grade. Maximum 15 single-spaced pages. Executive summary, table of contents, title page, appendices/exhibits & bibliography do not count
towards 15 page limit. Report format -
December 8, 2021Final Presentation
Students will present final presentation
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December 11, 2021Experience end
Experience scope
Categories
Marketing strategySkills
digital marketing sales & marketing data analysis marketing strategyLooking to elevate your organization, and bring it to the next level? Bring on students from Kwantlen Polytechnic University to be your student-consultants, in a project-based experience. Students will work on one main marketing communications project over the course of the semester, connecting with you as needed with virtual communication tools.
Students in this program learn the fundamentals of market segmentation, positioning and targeting while acquiring skills in the alignment of all aspects of an organization's communication, covering a complete range of target audiences, to create a coherent integrated communication program. They will manage the organization's brand identity and communication with consumers, media, governments, employees, shareholders and community groups.
We are looking to partner with clients only in BC, Alberta, or Ontario (please only submit your project if you are located in one of these provinces).
Learners
Some final project deliverables might include:
- Students will submit a pdf slide deck summarizing their key findings and recommendations to share with your employees. Students will present their final integrated marketing communications project to the client site via online presentation. The presentation will include a situation analysis, brand guide and plan for integrated marketing communications campaign execution.
- Students will create a six month content calendar to correspond with the launch of the campaign
Project timeline
-
September 7, 2021Experience start
-
September 11, 2021Situation Analysis
-
September 15, 2021Project Scope Meeting
-
September 18, 2021STP Analysis
-
September 25, 2021Team Meeting
-
October 9, 2021Consumer Behaviour Research Plan
-
December 11, 2021Experience end
Timeline
-
September 7, 2021Experience start
-
September 11, 2021Situation Analysis
5% of your final grade. Report format with in-depth research support
-
September 15, 2021Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates.
-
September 18, 2021STP Analysis
5% of your final grade. Report format with in-depth research support
-
September 25, 2021Team Meeting
2.5% of your final grade. 1 mandatory team meeting. The Instructor will provide constructive feedback on the Situation Analysis and STP Analysis Reports
and questions will be asked to each student group. Group members must be prepared and actively participate in the meeting -
October 9, 2021Consumer Behaviour Research Plan
5% of your final grade
-
October 23, 2021Strategy, 4 P’s & Implementation & Control Plan
5% of your final grade. Report format with in-depth research support
-
November 16, 2021Marketing Plan Report
20% of your final grade. Maximum 15 single-spaced pages. Executive summary, table of contents, title page, appendices/exhibits & bibliography do not count
towards 15 page limit. Report format -
December 8, 2021Final Presentation
Students will present final presentation
-
December 11, 2021Experience end
Project Examples
Requirements
Students in groups of 5-6 will work with your company to identify your needs and provide actionable recommendations, based on their in-depth research and analysis.
Project examples that students can complete may include, but are not limited to:
- Design projects and deliver marketing programs, events and activities.
- Develop media objectives, strategies and tactics - an integrated communication plan to reach specific target markets across all media and communication options and platforms.
- Measure the monetary return on investment to the organization based upon the implementation of an integrated marketing communication plan.
- Manage public and media relations with the goal to support the company image and key brand message.
- Create specific promotional messages designed to obtain optimal responsiveness from target audiences.
- Evaluate the effectiveness of communication objectives, strategies and tactics in relation to key target audience feedback.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.
Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.
It is preferred to have access to basic financial information such as an income statement or balance sheet ideal for several years.
Provide an opportunity for students to present their work and receive feedback.
Timeline
-
September 7, 2021Experience start
-
September 11, 2021Situation Analysis
-
September 15, 2021Project Scope Meeting
-
September 18, 2021STP Analysis
-
September 25, 2021Team Meeting
-
October 9, 2021Consumer Behaviour Research Plan
-
December 11, 2021Experience end
Timeline
-
September 7, 2021Experience start
-
September 11, 2021Situation Analysis
5% of your final grade. Report format with in-depth research support
-
September 15, 2021Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates.
-
September 18, 2021STP Analysis
5% of your final grade. Report format with in-depth research support
-
September 25, 2021Team Meeting
2.5% of your final grade. 1 mandatory team meeting. The Instructor will provide constructive feedback on the Situation Analysis and STP Analysis Reports
and questions will be asked to each student group. Group members must be prepared and actively participate in the meeting -
October 9, 2021Consumer Behaviour Research Plan
5% of your final grade
-
October 23, 2021Strategy, 4 P’s & Implementation & Control Plan
5% of your final grade. Report format with in-depth research support
-
November 16, 2021Marketing Plan Report
20% of your final grade. Maximum 15 single-spaced pages. Executive summary, table of contents, title page, appendices/exhibits & bibliography do not count
towards 15 page limit. Report format -
December 8, 2021Final Presentation
Students will present final presentation
-
December 11, 2021Experience end