The project is the focus of a third-year course in which students work as marketing research consultants for a live client. They work with a ‘client’ to complete a primary marketing research project spanning two semesters. Some of the basic parameters of the project are:

Students work in groups for a client to gather information. It is a quantitative, survey-based project. Students also complete in-depth market and competitive analyses. If social media is a current marketing strategy for the client, students will engage in an in-depth review and social media listening exercise to present to the client. In terms of timing, students form into groups in the first few weeks of September to start working on this 2-semester project. Final results and a presentation will be available in April.

Students will spend 8 months working on a project at no cost to the employer. Students will conduct a in-depth formal market research situational analysis, conduct marketing research with a given audience, and deliver an engaging and strategic presentation of findings and recommendations.