Live Case – Project

MARKETING: The Changing Customer Buyer Journey – Winning Strategies for B2B Marketing

A Collaboration Between

Project Synopsis

The emphasis on inbound marketing has caused a shift in how B2B buyers make informed buying decisions and engage with salespeople. In addition, the buying process has changed with many stakeholders involved in the process today.
Marketers need to find ways to reach their buyers and simplify the buyer journey. In addition, B2B companies need to find ways to stay competitive and setting their brand apart from the competition.

In an ever-changing market, what should Vitech do to stand out and win business? How can we help simplify the buying journey and reach out to various stakeholders involved in the buying process?

Project Topics

Growth Strategy


Sales & Business Development

Company Information

CompanyVitech Systems Group
HQNew York, NY
StageLarge Enterprise
Hiring PotentialN/A

Company Overview

At Vitech we believe technology is best when it is used to simplify complex business processes and are on a mission to bring better software solutions to market to address the complexities of the insurance, retirement and investment industries. We are committed to innovation and continuously building better user experiences for our customers by pairing our deep domain expertise with the latest advancements in technology.

Experiential Learning Program Details

SchoolFordham University
Engagement FormatLive Case - Think "Hackathon" or Case Competition with a whole class of students! This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
CourseMBA On the Spot Consulting, Fall 2021
Students Enrolled40-60
Meeting Day & Time2 Sessions on Wednesday 10/27 & 11/3 from 3:30 - 5:30 PM ET
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration1 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type


October 13th, 2021 Event na


During this program, you'll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
October 14th, 2021 Event na
Upload Résumé Upload Résumé
October 17th, 2021 Submission Required submission-required


Add link:
October 17th, 2021 Evaluation evaluation
Teams Finalized

Teams Finalized

Students Ramp-up for Assigned Project
October 20th, 2021 Event na
Kickoff Evaluation Due

Kickoff Evaluation Due

October 26th, 2021 Evaluation evaluation
Presentation - Overview of ViTech

Presentation - Overview of ViTech

3:30 - 4:00 PM ET - ViTech Overview
October 27th, 2021 Event na
Project Breakout Sessions

Project Breakout Sessions

4:00 - 4:30 PM ET: Overview of Project 4:30 - 5:30 PM ET: Working Session + Office Hours with ViTech Contact
October 27th, 2021 Event na
Submit Milestone #1 Deliverable Submit Milestone #1 Deliverable
October 27th, 2021 Submission Required submission-required
Temp Check Due

Temp Check Due

October 28th, 2021 Evaluation evaluation
Submit Final Presentation Submit Final Presentation
Upload your Presentation in PDF Form
October 31st, 2021 Submission Required submission-required
Submit Link to 5-Minute Video Pitch Submit Link to 5-Minute Video Pitch
Please submit a link to your 5-minute recorded video pitch introducing yourselves and summarizing your creative approach to solving the challenge presented by ViTech. We recommend recording and uploading your video using one of the following tools: YouTube, Vimeo, Zoom, Loom, DropBox, and/or Google Drive.
October 31st, 2021 Submission Required submission-required
Debrief Session with Vitech

Debrief Session with Vitech

Each of the four projects will be debriefed in this order. Included in the debrief is an opportunity for ViTech to provide their feedback on deliverables and students to share reflections based on what they learned. 3:30 - 4:00 PM: PRODUCT DEVELOPMENT: Data and Analytics New Offering Analysis 4:00 - 4:30 PM: TALENT MANAGEMENT: How to Win the Competition for Technology Talent 4:30 - 5:00 PM: DELIVERY: Solutions Standardization 5:00 - 5:30 PM: MARKETING: The Changing Customer Buyer Journey – Winning Strategies for B2B Marketing
November 3rd, 2021 Event na
Final Peer Evaluation Due

Final Peer Evaluation Due

November 6th, 2021 Evaluation evaluation
Final Self Evaluation Due

Final Self Evaluation Due

November 6th, 2021 Evaluation evaluation

Key Project Milestones

  • October 27, 2021 - B2B Buyer Journey Overview & Vitech Marketing Strategy DeepDive

    • What are some of the best strategies for B2B SaaS?
    • What are some tactics being used by other B2B SaaS Companies?
    • Who is the target audience for Vitech?
    • What is the current buyer journey for a Vitech Customer?
    • How does Inbound marketing compare with Outbound marketing strategies?

    Suggested Deliverable:

    • Develop an overview of the B2B Buyer Journey Overview & Vitech Marketing Strategy DeepDive
  • October 31, 2021 - Develop B2B SaaS In-Bound Marketing Strategy

    • What does Vitech need to do to stand out to prospects more effectively?
    • How do you prioritize marketing tactics for both the “tech” buyer and the “business” buyer?
    • How can Vitech simplify messaging, materials, and buyer journey to help close more business?
    • What goals does Vitech need to accomplish related to their marketing strategy and buyer journey? How do you measure each of these goals?
    • What tools or vendors might be helpful in achieving these goals?

    Suggested Deliverable:

    • Develop a report highlighting best B2B SaaS In-Bound Marketing practices can Vitech adopt to increase awareness and sales

Project Resources

There are no resources currently available

Industry Mentors

Company Admin

William Klein 

[email protected]

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

There are currently no students assigned.