The capstone course is designed to give students practical experience working with an organization on their marketing program. It is a directed studies formatted course where students will work with organizations to identify marketing challenges through:

1. performing a needs-based analysis of the organization and its marketing needs

2. develop a work plan/proposal to satisfy the client and instructors

3. undertake research depending on client needs

4. create a solutions-based marketing plan and execute selective aspects of the plan depending on client needs and capacity

5. recommend future marketing actions that can be realistically implemented within the framework of a short-term/long-term client centered strategic marketing approach.

The course calls into action material from all the courses marketing students have completed in pursuing their program.

Participating organizations will receive a client package that will include:

• Executive summary
• Situation analysis
• Research report
• Marketing strategy
• And assets and recommendations