Course Code: MKTG 4520
Academic Year: 2025-2026
Students will create a comprehensive and actionable marketing plan for an existing business. To create a comprehensive, relevant and actionable plan, they will go through the entire marketing process, including needs assessment, understanding the environment/consumer, articulating a marketing objective, and designing a creative execution plan using diverse marketing tactics. The plan, along with KPIs and budget requirements, will be presented to the program faculty, the client as well as an industry panel. The faculty panel will assess how well students have followed the marketing process and incorporated all marketing principles and concepts. The client and industry panel will assess how valuable the plan is to the business, and how actionable the plan is for the client.