University of Toronto Faculty of Arts and Sciences - The Sandbox
University of Toronto Faculty of Arts and Sciences - The Sandbox
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Digital Marketing Strategy (Spring Term)

MRKT 623
Closed
Main contact
University Canada West
University Canada West
Vancouver, British Columbia, Canada
Dominika Hanc
Dominika Hanc
Faculty Member
(11)
6
Timeline
  • October 9, 2023
    Sandbox start
  • October 18, 2023
    Briefing session
  • November 15, 2023
    Q&A session
  • November 27, 2023
    Final presentations
  • December 10, 2023
    Sandbox end
Sandbox
1/1 project matches
Dates set by sandbox
Preferred partners
British Columbia, Canada
Any partner type
Any industries

Sandbox scope

Categories
Digital marketing Search engine optimization Social media marketing Marketing analytics Competitive analysis
Skills
digital marketing sales & marketing marketing strategy
Student goals and capabilities

This semester MBA-level students working in groups of 5 to 7 will apply their knowledge in digital marketing to help your organization develop a digital marketing campaign, develop a strategic digital marketing plan, or solve a current digital marketing challenge. Students explore proven practical examples of strategy selection, implementation, and management, and how competitive advantage is created and leveraged over time and distance in the context of rapidly evolving technologies and practice.

Students

Students
Post-graduate
Any level
40 students
Project
10 hours per student
Students self-assign
Teams of 6
Expected outcomes and deliverables

Students will submit a Digital Marketing Plan (report) including their research, analysis, insights, and recommendations.

Students will also submit a pdf slide deck summarizing their key findings and recommendations to share with your employees.

Project timeline
  • October 9, 2023
    Sandbox start
  • October 18, 2023
    Briefing session
  • November 15, 2023
    Q&A session
  • November 27, 2023
    Final presentations
  • December 10, 2023
    Sandbox end

Project examples

The outcome of the project is a Digital Marketing Plan for the company based on the current situation analysis and business needs.

Working in groups of 5 to 7, MBA-level students will develop a Digital Marketing Plan to drive online traffic, customer leads and online sales. They complete audits on the business's current website analytics, SEO, and social media presence. Examples of the elements included but not limited to:

  • SEO plan,
  • Paid search marketing plan,
  • E-mail marketing plan,
  • Social media marketing plan,
  • Mobile marketing plan
  • Web analytics, evaluation & recommendations


The Digital Marketing Plan should outline the digital strategy and tactics for your company, including all or some of the following sections:

  • Introduction and Company Background
  • Situation Analysis
  • Objectives
  • Strategic decisions
  • Digital Marketing Tactics
  • Implementation / action plan
  • Conclusion

Please, note that this is a top-line digital strategy with recommendations and examples, but it won't provide any specific tactics or deliverables other than the plan. For example, teams won't build websites, create ads, social media calendars, keyword lists, etc.


Please apply only if you are available to meet online with students on these dates:

- Wednesday, Oct 18th, 8:30-9:30 + 10:00-11:00 AM PST - Briefing

- Wednesday, Nov 15th, 8:30-9:30 + 10:00-11:00 AM PST - Mid-project questions

- Monday, Nov 27th, 8:00-10:00 + 10:00-12:00 PST - Final in-class Presentations (preferably on campus or also online).

Additional partner criteria

Partners must answer the following questions to submit a match request to this sandbox:

  • Q1 - Checkbox
    A dedicated representative available for a quick online call with the instructor to confirm your scope is an appropriate fit for the course.  *
  • Q2 - Checkbox
    Provide an official letter of recommendation, endorsement on students' LinkedIn page, or a reference of their cooperation with the business  *
  • Q3 - Checkbox
    A dedicated representative available to attend the students’ marketing plan presentation during the final week of the course as well as to provide feedback to the instructor and students.  *
  • Q4 - Checkbox
    Provide a dedicated representative available to attend an online meeting to tell students about your company and your goals for the project before the first milestone AND answer periodic emails or phone calls over the duration of the project to address students' questions (The best is to be able to attend a weekly/bi-weekly office hour with the students for about 15 min per team)  *
  • Q5 - Text short
    Are you are available to meet online with students on these dates: - briefing - Oct 18th, 8:30 + 10:00 PST - mid-project questions - Nov 15th, 8:30 + 10:00 PST - and preferably on campus or also online for final presentations on Nov 27th, 8:00-12:00 PST.  *
  • Q6 - Checkbox
    Is the business on the market for 12+ months  *