Course Code: MKTG 5506
Academic Year: 2025-2026
In this capstone course students integrate the concepts and approaches gained throughout the Marketing Management Program to develop and present a comprehensive business plan for a new business venture. Areas of focus include: new business idea generation; business model development, internal/external competitive analysis and research, target market evaluation; development of a comprehensive marketing plan, operations plan and a financial plan. Business teams will present their business proposals and request financing for their new venture. Students hear from expert industry guest speakers, and will learn about developing marketing innovations. , and will hear perspectives from expert industry guest speakers. The best business plans are nominated as candidates for the annual John L. Murray Award for Excellence in Marketing.