GenieLab Business Strategy Internship

GenieLab is a non-profit committed to improving digital literacy and citizenship among, often marginalized and underserved youth, by combining cultural activities and advanced technologies, such as artificial intelligence. The onset of the pandemic and the fact that their business model comprises several NAICS codes, among other circumstances, has caused the organization to face complex organizational, operational, and structural challenges. This project aims to address one of these challenges, which is the lack of a solid and integrated marketing communications plan. Majoring in marketing and minoring in data intelligence, I am very passionate about research. Following extensive research and an initial internship to develop a viable marketing and growth strategy, the main marketing goal of the project is to increase brand awareness and reach. Secondary goals include solidifying the brand strategy and increasing brand preference and market share. Additionally, subsequent research and continuous user testing will hopefully help the organization obtain STEAM certification from recognized bodies, which will provide social proof and improve brand credibility and authority, resulting in higher consumer trust. This is especially important due to the current economic reality of today’s youth in a post-pandemic time.

Faculty Supervisor:

Sharlene He

Student:

Partner:

GenieLab

Discipline:

Business

Sector:

Education

University:

Concordia University

Program: