Bachelor of Commerce Marketing Students Deliver Strategic Capstone Plans for Leading Brands and Humber Partners

HLOs:

As part of their culminating Senior Level Project, Bachelor of Commerce – Marketing students spent the semester developing comprehensive marketing plans for existing businesses. The project offered students a chance to apply their academic knowledge in a professional context, working directly with a diverse mix of clients.

This year’s capstone clients included major alcohol brands such as Smirnoff Ice, Captain Morgan, and Baileys; local business Funny Bones Games Lounge; and an internal Humber client, the Humber Culinary program.

Students demonstrated analytical skills by examining each brand’s consumer and market environment. The insights that students generated led to marketing plans that were creative, actionable and used a fact-based decision-making approach.

An industry panel of marketing professionals evaluated the final presentations, featuring representatives from Schooley Mitchell (Erika Giuggio), Nielsen (Paige Sontag), MyChoice Financial (Vitali Starov), Jobber (Natalie Mancuso), and Second Sunday Agency (Courtney Empey).

Feedback from clients was positive, with several indicating they plan to implement many of the students’ recommendations. One client has already taken the next step by hiring a summer intern to begin executing elements of the proposed marketing plan.

The capstone project continues to serve as a vital bridge between classroom learning and career readiness, offering students real experience and valuable industry exposure.

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