Kwantlen Polytechnic University (KPU)
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B2C Strategic Marketing Plan

MRKT 3000
Closed
Kwantlen Polytechnic University (KPU)
Kwantlen Polytechnic University (KPU)
Surrey, British Columbia, Canada
AS
Andreas Schwartz
Instructor - Marketing and Business Development
3
Timeline
  • May 10, 2020
    Experience start
  • May 29, 2020
    Client briefing of Business objective
  • August 8, 2020
    Marketing Plan presentation
  • August 8, 2020
    Experience end
General
  • Undergraduate; 3rd year
  • 35 learners; teams of 5
  • 40 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 1 projects wanted
  • British Columbia, Canada
  • Academic experience
  • Startup, Social enterprise, Non profit, Large enterprise, Small to medium enterprise
  • Any industries
Categories
Communications Market research Sales strategy Marketing strategy
Skills
digital marketing marketing strategy competitive analysis sales & marketing research
Project timeline
  • May 10, 2020
    Experience start
  • May 29, 2020
    Client briefing of Business objective
  • August 8, 2020
    Marketing Plan presentation
  • August 8, 2020
    Experience end
Overview
Learner goals and capabilities

Students will be broken into teams of 5-6 and each team will develop a separate Marketing Plan based on the clients Strategic Objective.

Student will act as consultants to develop a comprehensive B2C marketing plan for a marketing objective of your choice.

We are looking for clearly defined objectives such as new growth, new business extensions, or new market opportunities.

Expected outcomes and deliverables

At the completion of this project, your organization will receive:

  • A full marketing plan and presentation (5-6 unique versions, presented from each team).
  • Analysis of all four marketing mix elements; product, price, distribution, and promotion.
  • Secondary and primary research about your customers, potential customers and competition.
  • Actionable recommendations, based on a well-defined goal which will be considered in the context of your budget.
  • Identify key customer segments, targeting options, positioning strategies.

Project Examples

Starting in May, a class of 3rd year Marketing students working in groups of five will spend approx. 200 hours building a strategic and creative marketing plan for your organization.

Based on their research and analysis, the groups will create a plan that fulfills an objective defined by your organization, under the guidance of their instructor.

The resulting plan will serve as a research-based road map to successfully achieve your marketing objective(s).

The final road maps, one from each team will be shared with you.

All data shared can be held under an NDA, if required.

Students working with your Business Objective will develop:

- Situation Analysis - conducting secondary and primary research on market conditions, customers, competitors

- Identify Opportunities - defining key customer Segments, Targeting and Positioning statements

- Marketing Mix - recommend an approach to product, price, place and promotion.

- Define evaluation metrics - ensuring long term success

Potential scopes for this project can include, but are not limited to:

  • Promoting a new product/service launch.
  • Increasing brand awareness
  • Improving online communications (along with recommendations related to the product or service, packaging etc.)
  • Increasing revenue or market share for an existing product/service.
  • Improving customer acquisition/retention.
  • Identifying new market segments and opportunities.
Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Premeeting/video call with the instructor, late April to discuss expectations and "filter" the business/marketing objective scope to ensure the class can deliver within the scope of the term.

Must be available, end of May, to brief students on the business/marketing objective and Q&A (approx 2 hr video call)

Must also be available to attend the students’ marketing plan presentation on one day during the final week of the course as well as to provide feedback to the instructor.