4.2 Student Instructions and Expectations

Once the semester begins, students spend the first 4 weeks getting to know each other, learning the marketing tools and resources used, and the process of working with clients. Students also learn how to organize team meetings, plan project milestones, and allocate tasks to ensure efficient project management. They will focus on client onboarding, relationship management, and project execution will ensure a mutually rewarding experience for all parties involved, leaving a lasting impact on students’ career readiness and professional development in the marketing industry.

The process of class onboarding will involve introducing students to the consultancy model (next section), the businesses they will collaborate with, and the importance of professionalism and effective communication. They will learn the significance of teamwork, collaborative problem-solving, and the practical application of marketing strategies. We also highlight the importance of ongoing reflection, communication, and adaptation to meet project goals effectively.

Project Onboarding

Before beginning the client projects, students are divided into teams and briefed on the list of clients and their marketing goals. Clients are asked to complete an onboarding form, which is provided to students for review before the initial meeting. Students will be briefed on how to prepare for the meeting, including conducting background research on the client’s industry, products, and services. Students will be encouraged to familiarize themselves with the client’s brand identity, target audience, and marketing goals.

Meetings

Clients are then brought into the classroom via Zoom to introduce their companies and marketing goals. Students will be expected to establish a professional and engaging presence during these initial meetings. With emphasis on the importance of active listening, asking relevant questions, and taking detailed notes to understand the client’s specific needs and challenges.

Student groups will then each be assigned a client to work with. The first step is to communicate with their new client and introduce the individual team members. Email or Zoom calls are often sufficient, but students are encouraged to set up site visits with local companies and explore the products or services they offer. Effective communication throughout the duration of the project is encouraged, and professionalism in all interactions with the client.

Project Management 

Students then begin with a team brainstorming session and begin to build out the project timelines to ensure efficient project management. Students will learn how to break down the project into manageable tasks, assign responsibilities to team members, and set realistic deadlines for each phase of the project. Emphasis will be given to the importance of time management and prioritization during the project. Students will be encouraged to regularly review and adjust the project timeline as needed, considering potential challenges and unforeseen circumstances that may arise during the consultancy.

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