Thompson Rivers University (TRU)
Thompson Rivers University (TRU)
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Digital Marketing: Engaging with the Customer

MANG3052
Closed
University of Southampton Business School
University of Southampton Business School
Southampton, England, United Kingdom
Philip Alford
Philip Alford
Lecturer
(2)
3
Timeline
  • February 10, 2023
    Experience start
  • May 31, 2023
    Experience end
Experience
6/7 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries

Experience scope

Categories
Digital marketing Communications Market research Market expansion Product or service launch
Skills
digital marketing competitive analysis marketing strategy data analysis research
Learner goals and capabilities

The student will undertake a critical analysis of the company's digital marketing strategy, how it drives customer engagement, and the Martech it deploys to deliver and measure that strategy. This analysis will be undertaken against the backdrop of the company's customer value proposition, segmentation and positioning. Based on this analysis, the student will write a report making specific digital marketing recommendations. This is an opportunity for your company to benefit from fresh perspectives and ideas.

Learners

Learners
Undergraduate
Any level
37 learners
Project
50 hours per learner
Learners self-assign
Individual projects
Expected outcomes and deliverables

The main deliverable at the end of the course is a 3,000 word report that includes the student's analysis and recommendations. Leading up to that deliverable there will be an interim milestone providing students with the opportunity to present their work to the company.

Project timeline
  • February 10, 2023
    Experience start
  • May 31, 2023
    Experience end

Project Examples

Requirements

The students use Paul Smith's SOSTAC model (Situation Analysis, Objectives, Strategy, Tactics, Action, & Control) [https://prsmith.org/sostac/] to analyse the organisation's current digital marketing and make evidence-based recommendations for future strategy. Examples of projects that the students are capable of working on include appraisal of current digital marketing assets, repositioning the online value proposition, and what digital mix is most appropriate to appeal to a new market segment. However, in reality, all aspects of digital marketing can potentially be included and the ultimate design of the project will be a meeting of minds between the company and the course leaders.

Additional company criteria

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

  • Q - Text short
    Will you be able to make data and resources available to the students that will assist them in developing their digital marketing strategy? That data could include current marketing plans, marketing tech used, digital marketing metrics, customer feedback, etc., but wouldn't include any personal customer data.
  • Q - Text short
    Will you commit to a minimum of two online presentations /student meetings over Zoom or Teams?
  • Q - Text short
    Will you be able to provide one hour per week to answer student inquiries on the Riipen messaging forum?