MRKT 4910 - Senior Capstone - Marketing

Marketing, Management & Finance
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, simulating the process for approval of the project and budget allocation.
credit(s): 3
Prerequisite(s): ACCT 2700, EECM 1801, EECM 1802, EECM 2801, EECM 2802, EECM 480A, FNCE 3410, MATH 0510, MATH 0710, MATH 1100, MATH 2610, MRKT 1550 ,MRKT 2650,MRKT 2710, MRKT 2714, MRKT 2715, VMER 1010
Corequisite(s): EECM 480B, MNGT 4650, MRKT 4920