Course Description

MKTG 477W: Strategic Marketing Planning

The capstone marketing course is designed to enable the student to apply acquired marketing knowledge and expertise to real world opportunities. The case method is employed using marketing situations that illustrate opportunity analysis, marketing environments, product management, communication planning, pricing and distribution strategies, and global planning. Students demonstrate decision making skills through learning to identify and define a marketing problem, analyze and evaluate it, and prepare recommendations concerning implementation for the organization and its environment.