Among the most natural types of projects for universities to collaborate with companies on is marketing projects. A subtle but important reason is that these projects, whether they are focused on industry research, consumer insights and attitudes or a combination, they are external projects in which students take a client's brief and conduct their own research, using the university's framework. The client's time requirement is therefore to develop the brief and provide feedback and direction along the way.

Because these projects are operated externally and autonomously from the company, getting the project brief and resource collection is crucial to the success of the project for both the client and the students.

We put together a guide that goes through a standard brief template that we use and shows how other companies have approached it before.

Wyndham Worldwide's Project with Columbia Business School