Fall 2024 The Marketing Practicum capstone course
MARK 4483
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鈥檚 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鈥檚 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.
Digital Marketing Analytics Project - Installing Google Analytics 4
MARK 4420
Assignment 1: Real Website Consumer Behavior Analysis Using Google Analytics Objective: Students will apply their knowledge of digital analytics by selecting a real website鈥攅ither 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.聽聽聽聽聽 Website and Tool Setup: 路聽聽聽聽聽聽Select a real website for the analysis. 路聽聽聽聽聽聽Ensure proper implementation of Google Analytics 4, including setting up tracking codes across the website. 路聽聽聽聽聽聽Verify that the analytics are capturing data accurately. 2.聽聽聽聽聽 Data Collection and Initial Analysis: 路聽聽聽聽聽聽Monitor the website鈥檚 traffic to gather data on key metrics such as visitor demographics, behavior patterns, source of traffic, and engagement metrics. 路聽聽聽聽聽聽Identify the most and least performing pages/content. 3.聽聽聽聽聽 Insight Development and Reporting: 路聽聽聽聽聽聽Analyze the data collected to identify trends, patterns, and areas for improvement. 路聽聽聽聽聽聽Develop insights on how to enhance user engagement, increase conversions, and optimize traffic sources. 4.聽聽聽聽聽 Strategic Recommendations: 路聽聽聽聽聽聽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.聽聽聽聽聽 Report Preparation: 路聽聽聽聽聽聽Prepare a comprehensive report detailing the setup process, analysis, insights, and recommendations. 路聽聽聽聽聽聽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 Strategies Objective: 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.聽聽聽聽聽 Strategy Implementation: 路聽聽聽聽聽聽Implement the strategies proposed in Assignment 1, which could include SEO optimizations, content updates, layout changes, or new marketing campaigns. 路聽聽聽聽聽聽Document the implementation process, noting any modifications or challenges encountered. 2.聽聽聽聽聽 Monitoring and Data Collection: 路聽聽聽聽聽聽Continuously monitor the website鈥檚 performance using Google Analytics 4, focusing on the metrics identified as key indicators in the previous assignment. 路聽聽聽聽聽聽Collect data relevant to the implemented strategies to assess their impact. 3.聽聽聽聽聽 Evaluation of Results: 路聽聽聽聽聽聽Analyze the new data collected to determine the effectiveness of the implemented strategies. 路聽聽聽聽聽聽Compare pre- and post-implementation data to identify measurable improvements or declines in performance. 4.聽聽聽聽聽 Reflective Analysis and Reporting: 路聽聽聽聽聽聽Reflect on the implementation process, evaluating the success of the strategies and the usability of the analytics setup. 路聽聽聽聽聽聽Identify any unforeseen consequences or areas where results did not meet expectations. 5.聽聽聽聽聽 Strategic Adjustment and Final Recommendations: 路聽聽聽聽聽聽Based on the evaluation, suggest necessary adjustments to the strategies. 路聽聽聽聽聽聽Provide final recommendations for the website based on the comprehensive analysis of both assignments. 6.聽聽聽聽聽 Final Report and Presentation: 路聽聽聽聽聽聽Prepare a final detailed report summarizing the implementation process, findings, analysis, and adjusted recommendations. 路聽聽聽聽聽聽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.
Integrated Marketing Communication Promotional Plan & Promo Materials
MARK 3340
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.
Integrated Marketing Communication Promotional Plan & Promo Materials
MARK 3340
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.
Marketing Practicum
MARK 4483
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 needs 2. develop a work plan/proposal to satisfy the client and instructors 3. undertake research depending on client needs 4. create a solutions-based marketing plan and execute selective aspects of the plan depending on client needs and capacity 5. 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.
Integrated Marketing Communication Promotional Plan & Promo Materials
MARK 3340
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.
Buyer (Consumer) Behaviour - Strategic Marketing Plan (with Buyer Personas)
MARK 3215
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.
Buyer (Consumer) Behaviour - Strategic Marketing Plan
MARK 3215
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.
Marketing Practicum
MARK 4483
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 needs 2. develop a work plan/proposal to satisfy the client and instructors 3. undertake research depending on client needs 4. create a solutions-based marketing plan and execute selective aspects of the plan depending on client needs and capacity 5. 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.
Promotional Plan & Materials
MARK 3340
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.
Marketing Practicum
MARK 4483
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 needs 2. develop a work plan/proposal to satisfy the client and instructors 3. undertake research depending on client needs 4. create a solutions-based marketing plan and execute selective aspects of the plan depending on client needs and capacity 5. 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.
Buyer (Consumer) Behaviour - Strategic Marketing Plan
MARK 3215
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.
Buyer (Consumer) Behaviour - Strategic Marketing Plan
MARK 3215
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.
Buyer (Consumer) Behaviour - Strategic Marketing Plan
MARK 3215
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.
Promotional Plan & Materials
MARK 3340
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.
Promotional Plan & Materials
MARK 3340
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.
Promotional Plan & Materials
MARK 3340
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.