Student consultants will create a promotional plan for your organization and develop promotional materials across different media. You will normally manage two groups during the semester. This way you are assured to have multiple perspectives as our class consists of 35 students broken into 6 teams.

Student-consultants will create a promotional plan for your organization and develop promotional materials across different media. You will normally manage multiple groups during the semester. We either choose 1 or 2 companies based on the quality of the applicants. This way you are assured to have multiple perspectives as our class consists of 35 students broken into 6 teams.

The 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. Seethe Weekly Course Info in Blackboard for week-to-week details and assignment due dates.Week(due) Assignments & Submissions Weight2 Team Charter Completion6 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.

Assignment 1: Real Website Consumer Behavior Analysis Using Google AnalyticsObjective:Students will apply their knowledge of digital analytics by selecting a real website—either a personal project, a business they are associated with, or a non-profit organization they have permission to work with. They will configure Google Analytics 4, analyze consumer behavior, and derive strategic insights to improve the website's performance.Description:Students will choose a real website and take responsibility for setting up and optimizing Google Analytics 4. Over a specified period, they will collect and analyze data, focusing on user behavior, traffic sources, conversion rates, and other relevant metrics. The goal is to understand how visitors interact with the website and propose actionable strategies for enhancement based on data-driven insights.Tasks:1.     Website and Tool Setup:·      Select a real website for the analysis.·      Ensure proper implementation of Google Analytics 4, including setting up tracking codes across the website.·      Verify that the analytics are capturing data accurately.2.     Data Collection and Initial Analysis:·      Monitor the website’s traffic to gather data on key metrics such as visitor demographics, behavior patterns, source of traffic, and engagement metrics.·      Identify the most and least performing pages/content.3.     Insight Development and Reporting:·      Analyze the data collected to identify trends, patterns, and areas for improvement.·      Develop insights on how to enhance user engagement, increase conversions, and optimize traffic sources.4.     Strategic Recommendations:·      Based on the analysis, propose actionable strategies to improve the website. These could include changes to the website design, content strategy adjustments, SEO enhancements, and tailored marketing campaigns.5.     Report Preparation:·      Prepare a comprehensive report detailing the setup process, analysis, insights, and recommendations.·      Include visual representations of data and analytics findings (graphs, heat maps, etc.).Deliverables:Report: A detailed document including methodology, analysis, insights, and strategic recommendations. The report should be professional and suitable for presentation to a website owner or a management team.Presentation: A concise presentation summarizing key findings and recommendations.Assignment 2: Implementation and Evaluation of Digital Marketing StrategiesObjective:Students will apply the strategic recommendations developed in Assignment 1 to the same real website, implement them over a designated period, and evaluate the outcomes using digital analytics tools.Description:This assignment focuses on the practical application of digital marketing strategies derived from insights in Assignment 1. Students will execute these strategies on the selected website, monitor the implementation using Google Analytics 4, and evaluate the effectiveness of their interventions based on updated data.Tasks:1.     Strategy Implementation:·      Implement the strategies proposed in Assignment 1, which could include SEO optimizations, content updates, layout changes, or new marketing campaigns.·      Document the implementation process, noting any modifications or challenges encountered.2.     Monitoring and Data Collection:·      Continuously monitor the website’s performance using Google Analytics 4, focusing on the metrics identified as key indicators in the previous assignment.·      Collect data relevant to the implemented strategies to assess their impact.3.     Evaluation of Results:·      Analyze the new data collected to determine the effectiveness of the implemented strategies.·      Compare pre- and post-implementation data to identify measurable improvements or declines in performance.4.     Reflective Analysis and Reporting:·      Reflect on the implementation process, evaluating the success of the strategies and the usability of the analytics setup.·      Identify any unforeseen consequences or areas where results did not meet expectations.5.     Strategic Adjustment and Final Recommendations:·      Based on the evaluation, suggest necessary adjustments to the strategies.·      Provide final recommendations for the website based on the comprehensive analysis of both assignments.6.     Final Report and Presentation:·      Prepare a final detailed report summarizing the implementation process, findings, analysis, and adjusted recommendations.·      Create a presentation to effectively communicate the project's comprehensive journey, from initial analysis to final recommendations, highlighting key data points and strategic insights.Deliverables:Final Comprehensive Report: Includes details from both assignments, documenting the entire process from initial analysis through strategy implementation to final evaluation.Presentation: A professional presentation designed to articulate the project findings, challenges, results, and strategic recommendations effectively to an audience.

Student-consultants will create a promotional plan for your organization and develop promotional materials across different media. You will normally manage multiple groups during the semester. We either choose 1 or 2 companies based on the quality of the applicants. This way you are assured to have multiple perspectives as our class consists of 35 students broken into 6 teams.

This course is an advanced study of the marketing function. Using analytical techniques, emphasis is placed on analysis and solution of business problems. Special attention is given to planning and positioning strategies

Students will apply marketing concepts learned in class for non profit organizations. It is imperative that these recommended strategies be realistic and workable for an NPO's program taking into account the challenges faced by the nonprofit currently. In order to do this, students would need to do a situational analysis of the organization using primary and secondary research that will be reflected in their reports and presentations.

Student consultants will create an Integrated Marketing Communication Promotional plan for your organization (using SOSTAC Framework) and develop promotional materials across different media both online and offline; if required, to support that execution of this plan.

Student-consultants will create a promotional plan for your organization and develop promotional materials across different media. You will normally manage multiple groups during the semester. We either choose 1 or 2 companies based on the quality of the applicants. This way you are assured to have multiple perspectives as our class consists of 35 students broken into 7 teams.

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.

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.

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.

The capstone course is designed to give students practical experience working with an organization on their marketing program. It is a directed studies formatted course where students will work with organizations to identify marketing challenges through:1. performing a needs-based analysis of the organization and its marketing needs2. develop a work plan/proposal to satisfy the client and instructors3. undertake research depending on client needs4. create a solutions-based marketing plan and execute selective aspects of the plan depending on client needs and capacity5. recommend future marketing actions that can be realistically implemented within the framework of a short-term/long-term client centered strategic marketing approach.The course calls into action material from all the courses marketing students have completed in pursuing their program.

Student consultants will create an Integrated Marketing Promotional plan for your organization and develop promotional materials across different media. You can assign a student group to a unique project or have them help with a marketing plan for your organization.

The capstone course is designed to give students practical experience working with an organization on their marketing program. It is a directed studies formatted course where students will work with organizations to identify marketing challenges through:1. performing a needs-based analysis of the organization and its marketing needs2. develop a work plan/proposal to satisfy the client and instructors3. undertake research depending on client needs4. create a solutions-based marketing plan and execute selective aspects of the plan depending on client needs and capacity5. recommend future marketing actions that can be realistically implemented within the framework of a short-term/long-term client centered strategic marketing approach.The course calls into action material from all the courses marketing students have completed in pursuing their program.

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.

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.

How well do you know your customers? Are you targeting the RIGHT customers? Do you waste resources on low-value or unprofitable customers? Here’s how our students can help, by: analyzing your customer data/database(s); extrapolating your 3 best customer segment opportunities; creating 3 unique customer profiles / ‘relationship policies’; and, developing targeted, segment-specific promotional strategies. Based on your organization’s individual needs, this outline can be adapted.

How well do you know your customers? Are you targeting the RIGHT customers? Do you waste resources on low-value or unprofitable customers? Here’s how our students can help, by: analyzing your customer data/database(s); extrapolating your 3 best customer segment opportunities; creating 3 unique customer profiles / ‘relationship policies’; and, developing targeted, segment-specific promotional strategies. Based on your organization’s individual needs, this outline can be adapted.

How well do you know your customers? Are you targeting the RIGHT customers? Do you waste resources on low-value or unprofitable customers? Here’s how our students can help, by: analyzing your customer data/database(s); extrapolating your three best customer segment opportunities; creating three unique customer profiles / ‘relationship policies’; and, developing targeted, segment-specific promotional strategies. Based on your organization’s individual needs, this outline can be adapted.

This would apply to companies which deliver financial advice to individual clients or to their employees.This is an opportunity to mentor students as well as benefit from having teams of financial planning students analyse and research the best recommendations and alternatives to help your clients reach their goals. Let the students come up with creative recommendations and a professional financial plan to offer your clients.

Do you have an International Marketing challenge/opportunity you want to address? In this project, student-teams will examine the international marketing activities of firms operating in the global marketplace, through specific international conceptual and empirical issues. They will particularly focus on gathering international market intelligence, identifying current issues impacting on organizations operating internationally, and developing competitive international marketing strategies. The project would provide the students with the experience of working on an international marketing project outside of Canada and the USA. Upon completion of the project, you will receive a detailed report and presentation.

The capstone course is designed to give students practical experience working with an organization on their marketing program. It is a directed studies formatted course where students will work with organizations to identify marketing challenges through:1. performing a needs-based analysis of the organization and its marketing needs2. develop a work plan/proposal to satisfy the client and instructors3. undertake research depending on client needs4. create a solutions-based marketing plan and execute selective aspects of the plan depending on client needs and capacity5. recommend future marketing actions that can be realistically implemented within the framework of a short-term/long-term client centered strategic marketing approach.The course calls into action material from all the courses marketing students have completed in pursuing their program.

A group of two to four student-consultants will analyze a marketing challenge or opportunity that your organization faces and develop a strategic marketing plan with samples to address it.

A group of 4-6 student-consultants will conduct an empirical analysis of your current sales systems and provide actionable recommendations to improve or scale your organization's current sales plan. 

A group of 4-6 student-consultants will conduct an empirical analysis of your current sales systems and provide actionable recommendations to improve or scale your organization's current sales plan. 

Students will apply marketing concepts learned in class for non profit organizations. It is imperative that these strategies be realistic and workable taking into account the challenges faced by the nonprofit. In order to do this, students would need to do a situational analysis of the organization using primary and secondary research that will be reflected in their reports and presentations.

A group of students will assess your strategic marketing perspective, which will influence the marketing and communications plan.

Co-op Education ProgramBring on more students from Douglas College to be your virtual interns! Students will work on one or more projects of your choosing over the work term, connecting with you as needed with virtual communication tools.*Students are available between September 1- December 31, 2022 and require a total of 420 hours. The # of hours may be reduced to a minimum of 280 hours depending on the COVID-19 situation.Payment is necessary for student interns: $18-$21/hour (amount to be determined based on discussions and available grants)

Student consultants will create an Integrated Marketing Communication Promotional plan for your organization (using SOSTAC Framework) and develop promotional materials across different media both online and offline; if required, to support that execution of this plan.