MRKT 4910 - Senior Capstone - Marketing

Marketing, Management & Finance
Previous Course Number: MRKT 420

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. It’s about putting marketing strategy and theory into action via a tangible, tactical marketing plan. Through the development of a detailed marketing and implementation 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 develop a marketing plan including a strategic analysis, action and implementation plans, contingency analysis and budget proposal. Students will explore the marketing process through analytical frameworks, translating the development of marketing strategies into actionable tactical plans. Finally, students will pitch their marketing plans to simulate approval for the project and budget allocation.
credit(s): 3
Prerequisite(s): EECM 1801, EECM 1802, EECM 2801, EECM 2802, EECM 480A, FNCE 3410, MRKT 1550, MRKT 2650, MRKT 2710, MRKT 2714, MRKT 2715, VMER 1010
Corequisite(s): EECM 480B, MRKT 4920