Designing an experiential course with real-world client collaboration

www.linkedin.com/in/WahibaChair
A Pretend Store for Real-life

Price
Place
Product
4Ps in Action
Promotion
Homemade blueberry
muffins and poppers!
Two treats for $1!

Boredom and One Big Lesson

Sweet Spot & New Audiences

81%
of students feel that it’s important
or very important for schools to
offer real company-led projects.
Source: “The State of the Student” (Wiley, 2022)

__%
of schools to offer real company-
led projects.
Only (Take the poll in the chat!)

Gap
30%
81%
Capabilities that are important to
students
Capabilities that schools currently offer
Real Company-Led Projects

Communication Capstone Project
#UCWWORK490

Research +
Analysis
1
Development
2
Design+
3
Implementation +
Evaluation
Today’s Roadmap

Step 1: Research + Analysis
Situation Learners Resources
Why is this course needed?
Fit with our existing courses /program(s)?
Who are the learners?
Learning needs/career goals?
What resources are available?
Limitations?

Sources of research
Labor market reports
Higher education trends
Educators
Industry
Students/alumni
Secondary Data Consultation
Competitive Analysis
Other institutions
Similar courses

of international job seekers
do NOT get a job in their area of study*.
*Source: isempower.com
The Situation

President, IABC/BC

Learner Analysis
Psychographics
Demographics
4 year BABC students
(international)
th
Early to mid 20s
(some mature)
Culturally diverse
(non-native speakers)
Lower income (work 1-2 jobs
to support living expenses)
Psychographics
Challenges: Financial, academic
and mental health pressure
Career interests: Marketing &
Communications
Barriers: Lack of network and
Canadian work experience
Aspirations: Want to settle in
Canada

#UCWWORK490

Learning Outcomes
Assessments
Clients & Projects
Material
Step 2: Design & Development
Job Ready Skills Portfolio Personal Brand Industry network

Leadership & Collaboration
01
Demonstrate effective project
management, leadership, and
collaboration skills
02
Advanced Business
Communication Skills
Develop advanced writing, oral
presentation, critical thinking, and
reflection skills
03 Consulting Skills
Assess the needs, challenges, and/or
opportunities of a real organization
04 Real-life Applications
Apply program concepts to research,
analyze, and deliver practical solutions
based on a client’s objectives
L
earning Outcome
s

Material
Minimalist
Approach
Experiential Accessible
Flexible
Delivery

If you can’t find what you’re looking for, create it.

Clients who value empathy and mentorship
Quick and easy onboarding
Access to information
Clear deliverables aligned with the course
Meaningful projects with impact potential
Relevant Projects with Purpose in Mind

Internal (University) Projects
Existing relationships
Students can work on projects which
matter to them
Departments receive valuable feedback
and creative ideas directly from their
target audience
Image source: UCW Website

Not for Profit Sector
Source: Imagine Canada, 2023 (Max Bell School of Public Policy)
Percent of immigrants in community based organization (CBO) jobs

Finding the right clients or partners
44%
Managing logistics and time
35%
Balancing with course objectives
16%
44%
Source: Stukent Survey
Knowing where to start
35%
16%
5%
What’s your biggest challenge in adding client collaboration?

Curated & Personalized Lead Generation
Scope / Expectations/Benefits
Samples Deliverables
Testimonials (ethos)
Personalized Email Pitch
Professional network
Alumni / University
Key contacts
Identify Potential Clients
Brief/Material
Project Confirmation
10 mins presentation
Collaboration model
Project Details
Q&A
Partnership Discussion

According to a recent UK-based study, what is the
number one barrier for organizations to engage
meaningfully with colleges and universities?
A. Lack of time
B. Limited budget or resources
C. Unclear value or outcomes
D. Difficulty aligning with academic schedules
Source: 2022 CBI Study

WEEK 0 WEEK 2 WEEK 6 WEEK 10 WEEK 11/12
Client Brief
Supporting material
Kick off Meeting
20-30 mins + Q&A
Final
Presentations
Final Client Handoff
Portfolio
Progress
Presentations
Client / industry panel
Client Collaboration Model
Before the term During the term End of the term
*As needed asynchronous communication (typically through the instructor)

Step 3: Implementation &
Evaluation

Launching #UCWWORK490
Summer 2024 Fall 2024 Winter 2025 Spring 2025
60+
STUDENTS
6
CLIENTS
7
PROJECTS

#UCWWORK490 Delivery Model (Hybrid)
Class (in person) Group Work (Online)

Summer 2024
Source: Canadian Alliance of Student Associations

With mental health challenges on the rise—especially among
international students—we were eager to gather student input
and ideas on how to increase awareness and utilization of the
Guard.me Student Support app.
The students were phenomenal, and Wahiba provided
exceptional support throughout the project.
What my team especially appreciated was the chance to gain
fresh, creative ideas directly from our target audience—while
also building genuine connections with the students
Director of Student Affairs and Services
University Canada West
Christine Chan
Client Feedback

Fall 2024

Winter 2025

Spring 2025

#UCWWORK490 Stories

Student
Evaluations
Student &
Instructor
Reflections
Client
Feedback
Post graduation
surveys and
focus groups
Holistic Evaluation

Reflection Reports
The LinkedIn activity helped me become more comfortable using LinkedIn as a professional
network. I learned how to write posts that showcase my skills, experiences, and involvement in
projects like the our CPRS Vancouver campaign
I learned to use AI responsibly, as a support tool rather than a shortcut to write everything,
especially when dealing with real campaigns
One example that stood out for me was a case study we did in class about the University of
Georgia, where they used stickers as part of their communication strategy. It blew my mind how
something as simple as a sticker could have such a big impact

Instructor Reflections & Fine-Tuning
Concepts
Project Work
Case Studies

Takeaway?
W H A T W A S Y O U R B I G G E S T
Feel free to share in the chat 🙂

Designing an experiential course with real-world client collaboration

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