The project is the focus of a third-year course in which students work in small groups to develop new marketing and business development strategies for a live client. Students will take the information learned throughout their 3- years within the Advanced Marketing Program and apply this knowledge and creativity to help find new opportunities for a selected business.Students focus in on completing competitive analysis, market analysis, developing new product ideas, offering new distribution ideas, and marketing and advertising concepts.

Based on the clients needs, students will craft a research strategy to better understand the market, consumer needs, and key opportunities and threats. Taking this key information the student will then develop strategic recommendations to support findings. These recommendations will be in accordance with the Client's needs and wants. This could include, go to market strategies, social media marketing campaign ideas, content ideas, web ideas etc. There are many areas of expertise that students can apply to support the unique needs of the client.