University of Alberta
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Retail/Channel Marketing Strategy Challenge

MRKT-3017
Closed
Red River College Polytechnic
Red River College Polytechnic
Winnipeg, Manitoba, Canada
Andrea McCann-Suchower
Andrea McCann-Suchower
Instructor
(11)
3
Timeline
  • January 13, 2020
    Experience start
  • January 15, 2020
    Group agreement
  • January 19, 2020
    Initial meeting with the industry partner
  • February 16, 2020
    Rough draft
  • March 15, 2020
    Recommendations
  • March 25, 2020
    Plan completion
  • April 26, 2020
    Experience end
Experience
8/6 project matches
Dates set by experience
Preferred companies
Canada
Non profit, Any, Small to medium enterprise, Sole proprietorship, Family-Owned
Any industries
Categories
Market research Marketing strategy
Skills
competitive analysis marketing strategy research business strategy data analysis
Learner goals and capabilities

Student-consultants will work in groups of 4-5 to apply their knowledge in retail/channel marketing to help your retail organization seize a marketing opportunity, develop a strategic retailing plan, or solve a current marketing challenge. This course provides a study of Canadian retailing from a marketing perspective. The emphasis, therefore, is on decision making, customer analysis, site selection, organization store layout and design, and strategic planning.

Learners
Undergraduate
Any level
64 learners
Project
20 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables

1. A detailed written report that summarizes the challenge, recommended solutions, and action plan.

2. A 15-minute presentation highlighting actionable recommendations and key research insights.

Project timeline
  • January 13, 2020
    Experience start
  • January 15, 2020
    Group agreement
  • January 19, 2020
    Initial meeting with the industry partner
  • February 16, 2020
    Rough draft
  • March 15, 2020
    Recommendations
  • March 25, 2020
    Plan completion
  • April 26, 2020
    Experience end
Project Examples

Based on their in-depth research and analysis, the student-consultants will identify future opportunities for the retailer and recommend specific strategic actions, including an implementation plan.

Area of Focus:

Students will focus on both retailing, including analyses of: the retailing concept, the competitive environment, your customer, the consumer decision making process, your marketing strategy, value chain/distribution channel, your customer relationships, your current strategic plan, your retail trading area, and your merchandising strategy. This will lead to insights and recommendations that address the needs of your organization. However, organizations are encouraged to provide a goal or suggested area of focus to guide students.

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.

Must be available to attend final presentations remotely

Be available to present to the students on current issues/current state/goals/Q+A period a few days prior to the assignment start

Be available and have someone dedicated to answering questions and be present through either Zoom meetings and/or email.