MRKT 420 - Sr Capstone - Marketing

The Marketing Major is a series of steps from understanding terminology and scope of marketing to gaining insights into marketing theory to building that theory into tactics. The Marketing Capstone is the final step in this process to realizing the implementation of those tactics in a simulated environment. Through the development of a realistic and actionable marketing plan, student bring together their academic and professional experiences to identify a market opportunity; develop a marketing strategy to capitalize on this opportunity and design a tactical implementation plan to realize the strategy. Working individually and in groups, students will evaluate marketing scenarios and case studies, evaluating marketing strategies, plans and activities for real and simulated companies. Using case study, living case study and marketing simulations students will explore the marketing process through the develop of marketing strategies actionable tactical plans. Finally, students will experience first hand how to evaluate marketing activities and make contingency plans to address real world market changes.
3 credits
Prerequisite: FASH 233-Applied Concepts in Fashion Merchandising or FASH 233H-Honors Applied Concepts in Fashion Merchandising, MFTC 209-Accounting or MFTC 209H-Honors Accounting, MFTC 314-Finance, MNGT 102-Retailing or MNGT 102H-Honors Retailing, MNGT 207-Management or MNGT 207H-Honors Management, MNGT 307-Business Law, MRKT 103-Marketing or MRKT 103H-Honors Marketing, MRKT 204-Consumer Behavior, MRKT 205-Integrated Marketing Communication, MRKT 228-The Power of the Brand or MRKT 228H-Honors The Power of the Brand, MRKT 230-Applied Marketing Research, MRKT 304-eCommerce, MRKT 318-Global Markets or MRKT 318H-Honors Global Markets, (9 credits of MRKT electives).