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Digital Marketing Strategy (SUMMER'24)

MRKT 623
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
Dominika Hanc
Dominika Hanc
Faculty Member
(9)
6
Timeline
  • July 24, 2024
    Experience start
  • July 24, 2024
    Briefing session
  • August 28, 2024
    Mid-project Q&A Session
  • September 9, 2024
    Final in-class Presentations
  • October 1, 2024
    Experience end
Experience
1/1 project matches
Dates set by experience
Preferred companies
British Columbia, Canada
Any company type
Any industries

Experience scope

Categories
Digital marketing Search engine optimization Social media marketing Marketing analytics Competitive analysis
Skills
digital marketing sales & marketing marketing strategy
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.

Learners

Learners
Post-graduate
Intermediate levels
30 learners
Project
10 hours per learner
Learners self-assign
Teams of 6
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 timeline
  • July 24, 2024
    Experience start
  • July 24, 2024
    Briefing session
  • August 28, 2024
    Mid-project Q&A Session
  • September 9, 2024
    Final in-class Presentations
  • October 1, 2024
    Experience end

Project Examples

Requirements

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.


Please apply only if you are available to meet online with students on these dates:

- Wednesday, Jul 24th, 8:30-9:30 + 10:00-11:00 PST & Thursday, July 25th, 12:30-13:30 – Briefing

- Wednesday, Aug 28th, 8:30-9:30 + 10:00-11:00 PST & Thursday, Aug 29th, 12:30-13:30 – Mid-project Q&A

- Monday, Sept 9th, 8:00-10:00 + 10:00-12:00 PST & Tuesday, Sept 10th, 12:30-14:30  – Final in-class Presentations (preferably on campus)

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 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)

Are you are available to meet online with students on these dates: - briefing - Jul 24th, 8:30-9:30 + 10:00-11:00 AM PST & Jul 25th, 12:30-13:30 PST - mid-project questions - Aug 28th, 8:30-9:30 + 10:00-11:00 & Aug 29th, 12:30-13:30 PST - and preferably on campus or also online for final presentations on Sep 9th, 8:00-10:00 + 10:00-12:00 & Sep 10th, 12:30-14:30 PST

Is the business on the market for 12+ months