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Marketing New Products for a Consumer Brand

MKT 101
Closed
McMaster University Continuing Education
McMaster University Continuing Education
Hamilton, Ontario, Canada
Chris Rotolo
Educator
(4)
3
Timeline
  • October 2, 2020
    Experience start
  • October 16, 2020
    Project Scope Meeting
  • October 30, 2020
    Midway Check In
  • December 9, 2020
    Experience end
Experience
5/5 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries
Categories
Communications Market research Sales strategy Marketing strategy
Skills
marketing communications market assessment basic financial analysis competitive assessment environmental review
Learner goals and capabilities

In an increasingly competitive consumer marketplace, decisions around adding new products and services are more important to a company’s success than ever. Students in the Marketing program at McMaster University’s Centre for Continuing Education will research and prepare a report for your company that recommends a new product or service and/or plans its launch.

Learners
Continuing Education
Any level
50 learners
Project
30 hours per learner
Learners self-assign
Teams of 6
Expected outcomes and deliverables

The final project deliverables will include a written report that includes the following key components (as appropriate to the context):

· Research and recommendations relating to the development of a new product or service.

· Assessments of the market situation of the product(s) or service(s) in question.

· External and internal environmental scanning.

· Market segmentation, targeting, and positioning.

· Marketing strategies

· Marketing Budgets

· Schedules, task descriptions, resource allocations, and timelines for implementation

Project timeline
  • October 2, 2020
    Experience start
  • October 16, 2020
    Project Scope Meeting
  • October 30, 2020
    Midway Check In
  • December 9, 2020
    Experience end
Project Examples

Students, in groups of 4 or 5, will research and construct a plan that will help you achieve success in your marketing efforts. Your own staff will liaise with the course instructor and students to ensure that their work meets the objectives—whether financial, marketing, or societal—that your company sets out to achieve around the development and/or launch of a new product or service.

Based on information you provide, students will prepare a report that provides thoroughly researched and soundly reasoned recommendations relating to the development and/or launch of a new product or service. Student teams will address industry-specific concerns as well as broader elements of marketing best practice to provide as meaningful contribution to your firm’s decision making process around these questions.

Project Examples include, but are not limited to:

· Research and Recommend a New Product to a Company and Plan its Launch

· Research and Recommend a New Service to a Company and Plan its Launch

· Plan a New Product Launch

· Plan New Service Launch

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

There will be several student groups participating in the Riipen Assignment. To provide efficiency in the information sharing process and minimize the time commitment required by the organization, 2 - 3 web conferences may be scheduled in advance with the lead of the participating organization at the appropriate intervals. The Instructor may ask that you participate in an Instructor-led webinar session for students at the beginning of the project by providing an overview of your organization, project and desired/expected outcomes.

Be available for a quick phone call with the organizer to initiate your relationship and confirm your scope is an appropriate fit for the experience. Advise the instructor if students will be required to sign an NDA prior to beginning the project.

Provide a dedicated contact who will be available to answer periodic emails or phone calls over the duration of the project to address student’s questions or provide additional information. Minimum of 2-4 interactions with each student group leader (approximately 4-6 hours over the duration of the project). Let the students/instructor know if you will be away for an extended time (e.g., vacation).

Provide an online video or link to your website to introduce the students to your organization prior to starting the project.

Share feedback and recommendations about the project deliverables with the students and instructor.