This experience is designed to bridge the gap between academic learning and real-world application by providing learners with career development coaching and practical work experience through internships. The experience will enhance their professional skills and employ-ability. By participating in this program, learners will be equipped to apply their knowledge to industry projects, reflecting on their personal and professional growth while aligning their career goals with practical experiences.

Student-consultants will work with your organization to review and recommend areas of improvement in your messaging and communications mix and recommend a B2C, promotional campaign for your small tourism operation.

This project can be roughly divided into five stages: 1. Interview with client (internal assessment of company) 2. Market research and analysis (includes Brand Inventory and Brand Exloratory) 3. Strategic and Tactical Recommendations 4. Final Recommendation 5. Presentation and Report Report contents include: Title page (1 page) Executive Summary (1 page) - What the report is about - What are your findings (strategy and key implementations) - What are some supporting evidence (internal and external) Table of Contents (1 page) 1. Background: Company history, brand portfolio, brand inventory 2. External Research and Analysis - In what market does the business compete - What is the market condition (Trends? Segments?Competitors?) - What does your consumer research reveal, describe consumer, demand, market potential 3. Internal Assessment and Analysis -What are the concerns from client interview - What are some issues revealed from onsite observations - What are the concerns from employee interview and assessment 4. Marketing Mix: - Product - Price - Place - Promotions 5. Brand Exploratory; Consumer Knowledge, Resonance Pyramid, Competitive Analysis 6. Strategic Recommendations - Positioning - Points of Parity/Difference, Brand Mantra 7. Tactical Recommendations (additional to support overall recommended strategy)

A team of students will research a challenge or opportunity outlined by your organization and provide you with their recommendations.