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Digital Marketing Strategy Plan - (Winter 2024)

MRKT 623-4
Closed
University Canada West
University Canada West
Vancouver, British Columbia, Canada
Daniel Nielsen
Daniel Nielsen
Sessional Faculty
(8)
6
Timeline
  • January 11, 2024
    Experience start
  • February 8, 2024
    Proposal
  • March 7, 2024
    Digital Marketing Plan & Presentations
  • March 14, 2024
    Experience end
Experience
2/2 project matches
Dates set by experience
Preferred companies
Canada
Any company type
Any industries
Categories
Digital marketing Lead generation Search engine optimization Marketing analytics Marketing strategy
Skills
marketing social media strategy customer acquisition
Learner goals and capabilities

This semester MBA-level students working in groups of 6 will apply their knowledge in digital marketing to help your organization develop 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 practices.

Learners
Graduate
Any level
40 learners
Project
15 hours per learner
Educators assign learners to projects
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 11, 2024
    Experience start
  • February 8, 2024
    Proposal
  • March 7, 2024
    Digital Marketing Plan & Presentations
  • March 14, 2024
    Experience end
Project Examples

The project's outcome is a Digital Marketing Plan for the company based on the current situation analysis and business needs.

Working in groups of 5 to 7, MBA-level students will develop a Digital Marketing Plan to drive online traffic, customer leads, and online sales. They complete audits on the business's current website analytics, SEO, and social media presence. Examples of the elements included but are not limited to:

  • SEO plan
  • Paid search marketing plan
  • E-mail marketing plan
  • Social media marketing plan
  • Mobile marketing plan
  • Web analytics, evaluation & recommendations

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

Please, note that this is a top-line digital strategy with recommendations and examples, but it won't provide any specific tactics or deliverables other than the plan. For instance, teams won't build websites, create ads, social media calendars, keyword lists, etc.

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

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 LinkedIn or letter)

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

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 bi-weekly office hour with the students about 20 min per team)

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