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Digital Marketing Strategy

MRKT 623
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
Mehdi Akhgari
Mehdi Akhgari
Full-time Faculty
(18)
6
Timeline
  • January 20, 2021
    Experience start
  • February 20, 2021
    Q&A: Interview with the company
  • February 20, 2021
    Proposal and approved outline
  • February 23, 2021
    Project Scope Meeting
  • February 27, 2021
    Proposal and approved outline
  • March 24, 2021
    Experience end
Experience
6/1 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries
Categories
Communications Market research Sales strategy Marketing strategy
Skills
digital marketing competitive analysis sales & marketing marketing strategy
Learner goals and capabilities

This semester students working in groups of 5 to 6 will apply their knowledge in digital marketing to helping your organization develope 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
Graduate
Any level
70 learners
Project
15 hours per learner
Learners self-assign
Teams of 6
Expected outcomes and deliverables

Students will submit a detailed report (Digital Marketing Plan) 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.

10-15 minute presentation of key findings and recommendations.

Project timeline
  • January 20, 2021
    Experience start
  • February 20, 2021
    Q&A: Interview with the company
  • February 20, 2021
    Proposal and approved outline
  • February 23, 2021
    Project Scope Meeting
  • February 27, 2021
    Proposal and approved outline
  • March 24, 2021
    Experience end
Project Examples

Working in groups of 5 to 6, MBA-level students will develop a Digital Marketing Plan to drive online traffic, customer leads and/or online sales. Within the project deliverables they complete audits on the business' current website analytics, SEO and social media presence. Examples include but are not limited to:

  • Situation / Competitive Analysis
  • Digital marketing strategy
  • Digital marketing tactics, including SEO plan, PPC campaign plan, e-mail marketing plan, social media marketing campaign plan, content calendar, etc. (depending on client's needs)
  • Web analytics, evaluation and control of the digital marketing plan

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

Attend a kickoff class online meeting to tell students about your company and your goals for the project before the first millstone (first or second week).

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.

Provide a dedicated contact who is available to 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 about 15 min per team)

Assess and judge the "top" student project and provide a letter of recommendation or LinkedIn recommendation for each student in the top student group. (Student chooses Linked In or letter)

Available to attend the students’ marketing plan online presentation during the final week of the course as well as to provide feedback to the instructor and students.