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Marketing Development Plan

ISC
Closed
DeGroote School of Business - McMaster University
DeGroote School of Business - McMaster University
Hamilton, Ontario, Canada
Ashif Burkutoola
Ashif Burkutoola
Program Chair
1
Timeline
  • September 30, 2021
    Experience start
  • October 1, 2021
    Project Scope Meeting
  • December 5, 2021
    Experience end
Experience
4/4 project matches
Dates set by experience
Preferred companies
Canada
Any
Any industries
Categories
Data analysis Market research Marketing strategy Media
Skills
digital marketing business strategy marketing strategy research
Student goals and capabilities

The McMaster InSight Collective is a co-curricular program which exists to fulfill an opportunity for students to develop hard marketing skills that are in demand today, achieve local impact in the community, and bring students one step closer to being industry ready.

Each semester, students in the InSight Collective program will work in teams of five to not only fulfill client objectives, but to advance their learnings outside of the classroom. Students will specialize in the development of strategic and creative marketing skills, and will be trained by industry professionals in order to ensure confidence before working with clients. The completion of the InSight Collective program will result in a team of industry-ready students who are equipped with the skills to succeed in the workforce.

Students
Undergraduate
Any level
20 students
Project
80 hours per student
Students self-assign
Teams of 5
Expected outcomes and deliverables

Depending on the ask, clients will receive finalized deliverables that will add value to the company and bring the client one step closer to achieving their business goals. This will come alongside a final presentation summarizing the student's key findings and recommendations. Students will also share their research, analysis, insights, and recommendations.

Project timeline
  • September 30, 2021
    Experience start
  • October 1, 2021
    Project Scope Meeting
  • December 5, 2021
    Experience end
Project Examples

Each team of students will comprise of both creative and strategy students that will work together to fulfill the client objectives. If the client does not have predetermined asks, students will complete a current evaluation to determine what services they can benefit from. This evaluation will include a SWOT analysis, industry trend analysis, competitor audit, impact evaluation, and brand purpose analysis.

Examples of services include but are not limited to:

- Understanding Customers (Primary Research , Customer Profiling, Mapping Consumer Process, Behavioural Analysis (buying patterns, frequency of purchases, repurchases, etc.)

- Digital Marketing (Targeted Ads, Channel Placement [FaceBook, Snapchat, Instagram, Tiktok, Articles], Social Media Strategy (Social media audit, determine next steps from analysis, managing social medias, testing)

- Strategy (Brand Strategy, Marketing Strategy, Price Modeling, Rebranding Strategies, Public Relations Strategy)

- Brand guideline - analyzing current colour schedules, tone of the brand, characteristics of the brand, and potentially recommending different changes

- Creative (Website design, Business card/letterhead design, Digital Content (social media accounts, posts, templates, advertisements], Logo design, Flyer/poster design, Merchandise design)

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.

Be available monthly for a video call with the client team to ensure the team is accurately completing the given deliverables and the project is continuing to head in the right direction.

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