MRKT 420 - Senior Capstone - Marketing

The major in Marketing is a series of steps that starts with understanding terminology and scope of marketing, progresses to gaining insights into marketing theory, and then moves on to building that theory into tactics. The Marketing Capstone is the final step in this process – realizing the implementation of those tactics in a simulated environment. Through the development of a realistic and actionable marketing plan, students 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 development of marketing strategies and 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: Senior standing and completion of all program-specific required coursework, including all required internships
Corequisite: MRKT 421