Project Frameworks
31 Marketing
Molly Howe; Mackenzie Collins; and Amanda McEachern Gaudet
Students from this program are expected to have reasonable knowledge in the following areas: marketing strategy, consumer behaviour, market research, digital marketing, marketing analytics, social media marketing, international marketing, and brand management.
Social Media Marketing
Improve SEO Positioning
The client wants to drive more traffic to their website.
- Keyword analysis to determine relevant search terms
- Design of a strategy document to place client’s website on the top page and increase social media engagement
- Submit findings and recommendations for implementation, provide content suggestions, communication calendar and recommendations to optimize customer journey
Courses and Guided Projects
SEO Insights Rachel Sheldon, HubSpot
Search Engine Optimization with Squarespace Heather Dileepan, Coursera
Increase SEO Traffic with WordPress Stacey Shanklin-Langford, Coursera
Brand Marketing & SEO Tools Using Wix Abby Saey, Coursera
Digging Deeper into Audience Reports in Google Analytics Carma Baughman, Coursera
Optimize Website’s Keywords & Pages Using Ubersuggest Dina Okeil Taha, Coursera
Increase Brand Awareness
The client wishes to increase brand awareness and as a result get higher customer conversions from marketing efforts.
- Define the core value proposition for various target customers; identify opportunities and threats.
- Assess where and how to improve the value proposition and ways to resolve concerns expressed by customers.
- Recommend marketing strategy and approach; create an integrated marketing campaign proposal.
Communications Strategy
The client wants to better position their brand to effectively interest customers who may have an interest in their product. The aim is to reach and engage with key audiences and influencers through a blend of positioning, storytelling, content generation and influencer engagement.
- Evaluate the client’s target market, users, and potential product marketing roadmap.
- Establish content creation guidelines and systems to distribute and analyze impact and progress made by communications strategy.
- Create a communications strategy that accounts for messaging, distribution channels, and distribution partners.
Target Market Report
The client wishes to gain a better understanding of the target market to ensure they are positioning themselves in the right segment, offering effective benefits, and creating the best marketing messages.
- Perform analysis of potential target markets, current offerings, current targeted market, and the positioning of brand.
- Evaluate current customer base, develop a comprehensive report of our target market.
- Develop a sales and marketing strategy to engage customers, implement targeted prospecting. Make recommendations for further market penetration.
