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Marketing Communications Plan

CAB470
Closed
Seneca Polytechnic
Seneca Polytechnic
Toronto, Ontario, Canada
reza alavie
professor
(1)
1
Timeline
  • February 12, 2019
    Experience start
  • February 26, 2019
    Project Scope Meeting
  • March 19, 2019
    Midway Check In
  • April 8, 2019
    Experience end
Experience
3/1 project matches
Dates set by experience
Preferred companies
Ontario, Canada
Startup, Social Enterprise, Non profit, Small to medium enterprise, Sole proprietorship, Family-Owned, Incubator
Any industries
Categories
Communications Product or service launch Marketing strategy Media
Skills
budget allocation media selection customer service creative problem solving strategy
Learner goals and capabilities

Student teams will create an integrated marketing communications plan for your small/medium company or a non-profit organization. Students will spend approximately seven weeks developing a marketing strategy, which will help you reach your target market and meet your stated objectives.

Learners
Any level
36 learners
Project
30 hours per learner
Learners self-assign
Teams of 2
Expected outcomes and deliverables

The completed Capstone Projects can be presented as a PPT presentation or written report. The presentation will be 10 minutes in length (10 - 20 slides); the report will be 7 to 10 pages.

The Capstone Project should:

· Identify a need, problem or opportunity

· State objectives (in quantifiable terms – e.g. time and revenue)

· Clarify target market (as segmented as possible)

· Present insights (if B2C) and rationale (if B2B)

· Spell out strategy including creative where applicable

· Itemize execution

· Include a marketing calendar (blocking chart)

Project timeline
  • February 12, 2019
    Experience start
  • February 26, 2019
    Project Scope Meeting
  • March 19, 2019
    Midway Check In
  • April 8, 2019
    Experience end
Project Examples

Students will conduct extensive research to create a comprehensive and consistent marketing campaign for your organization. 

Project examples include, but are not limited to: 

  • Conducting secondary and primary research on the target market in order to establish consumer insights (B2C) or benefits and attributes sought (B2B).
  • Recommending changes to advertising and PR materials for improved consistency and results vis-a-vis your organization’s current marketing campaign.
  • Creating an integrated marketing campaign for a new product or service.
  • Creating a rebranding campaign for an existing product.
  • Creating a social media or new media campaign to complement existing marketing communications.
Companies must answer the following questions to submit a match request to this experience:

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.

Instructors will not be involved in any part of the selection, ranking, or awarding of Incentive winners. Organizations that elect to offer Incentives are solely responsible for the screening, selection, awarding, and provision of any Incentives.

Incentives, prizes, and/or awards (hereafter referred to as “Incentives”) may or may not be offered at the sole discretion of the organization and awarded upon the completion of the project.

Seneca College assumes no liability and is not responsible for the selection, ranking, awarding or provision of the Incentives to the winners.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.

Provide students with information on the company and its structure, and marketing and communications tools and materials that would be relevant for the project.