This course explores how organizations can thrive in a changed marketing communication landscape. Students develop the mindset of a marketer and learn the concepts and techniques that comprise a successful marketing strategy for a business, product, or idea. The semester progresses through learning how to analyze social and economic forces and context, understand customers, position, and apply marketing communication frameworks and tools. Students practice effectively communicating marketing recommendations for action. This course has an experiential learning component.
In the Experiential Learning Project students work in teams to develop a marketing plan for a partner organization. Teams consult with their partners to define the scope and objectives of the project. Next, they research the marketing situation faced by their partner, develop customer profiles, and create a marketing plan to build measurable engagement and influence. At the end of the semester, teams present the research findings and marketing plan to their partner to get backing for the implementation of their recommendations.