Applied Marketing Individual Project Description
This individual project is an opportunity for you to tackle up to 7 of the topics/learnings in marketing that we will
discuss in our course together. You can select a) your current workplace OR b) a previous workplace OR c) an
organization/industry of personal interest to you as the organization of focus.
You can decide how many you want to tackle. You might want to engage in a very deep discussion and reflection
upon 1-2 topics, just as you might want to cover 6-7 in varying lengths and sizes.
This project is the opportunity for you to a) reflect upon our learnings in-class, b) connect them to identifiable problems in a professional environment, c) think critically about how to resolve them, even just improve them, or at the very
least manage them.
Be selfish in this project. It is more for YOU than it is for the instructor.
Total suggested of report: 5 pages, double-spaced. You can go longer, if you need to.
Suggested table of contents
• Title page
• Brief org/industry overview (1/2 page max)
• Select up to 7 of the topics/learnings and discuss their standing in the said organization and how you plan to
resolve and/or improve and/or manage them going forward:
Discussed in Class on March 25
• Value Proposition (What is it actually? How is it going? How is it really going?)
• Death by consultation: tuning OUT the voices of a) non-marketing professionals and/or b) those who are not the
target audience
• Advocacy is NOT market demand and is NOT a substitute for market research
• The only promotional platforms you need to be on are a) the ones where your current customers are and b) the
ones where your desired customers are. That’s it, that’s all.
• Marketing Strategy & Marketing Tactics
• Human Life-cycles and the holy grail of audience: disposable income
• Chapters: an org that lost its way by allowing the “customers” to kill it and by poor forecasting and inventory
strategy. How it became the best public library in town.
Discussed in Class on April 1
• Fire everyone! Fire your customers – Fire your partners – Fire your sponsors
• I am hungry / I am going to buy a home: the Consumer Decision-Making process
• Starbucks: Integrated Brand Communications
• Windsor Law Firms: Fishbein’s Multi-Attribute Model & understanding where you were “eliminated” (hint: you
were most likely never really a serious contender to begin with, and you should want to know why!)
• Social media audiences & echo chambers
• Target in Canada: When SWOT could have saved you
Have fun with this!
Last Completed Projects
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