Project Commons - York U
Project Commons - York U
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Digital Marketing Strategy (FALL'25)

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 12, 2025
    Experience start
  • December 22, 2025
    Experience end
Experience
1/1 project matches
Dates set by experience
Preferred companies
British Columbia, Canada
Any company type
Any industries

Experience scope

Categories
Digital marketing Search engine optimization Social media marketing Market research Marketing strategy
Skills
master of business administration (mba) research digital marketing marketing strategies
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
Intermediate levels
35 students
Project
10-15 hours per student
Students self-assign
Teams of 7
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 12, 2025
    Experience start
  • December 22, 2025
    Experience 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:

1. Thursday, Oct 16th, 8:30-9:30 and Sunday, Oct 19th, 10:30-11:30 PST – Briefing

2. Thursday, Nov 20th, 8:30-9:30 and Sunday, Nov 23rd, 10:30-11:30 PST – Mid-project Q&A

3. Tuesday, Dec 2nd, 8:00-10:15 PST and Friday, Dec 5th, 10:30-12:40 PST – Final in-class Presentations (preferably on campus or online)


* For Sunday dates, the meetings could be moved to the preceding Friday as an alternative in case of a scheduling conflict or non-operational business day.

Additional company criteria

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

  • Q1 - Checkbox
    A dedicated representative available for a quick online call with the instructor to confirm your scope is a fit for the course.  *
  • Q2 - Checkbox
    Possibility to provide official letter of recommendations, endorsement on LinkedIn, or a reference of students' cooperation with the business  *
  • Q3 - Checkbox
    A dedicated representative available to attend the students’ marketing plan presentation during the final week of the course & 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 over the duration of the project to address students' questions  *
  • Q5 - Checkbox
    Is the business active on the market for 12+ months  *