INDUSTRY MARKETING PLAN

Students apply concepts to an industry client. Working in teams, students create a marketing plan for a local business. The course works in tandem with MKT2261 (Field-work), MKT2208 (Digital Marketing) and MKT2292 (IMC II) allowing the student to develop and practise cross discipline and teamwork skills. Students conduct an in-depth analysis of internal and external marketing factors in order to uncover a target market and positioning opportunity for their industry client which provides the business a new market opportunity. Students then take this marketing strategy and develop a complementary marketing mix to leverage the identified market opportunity, a detailed implementation plan and financial analysis to prove the financial viability of their plan.