This is a capstone course that “pulls together” what has been learned in earlier marketing courses and introduces marketing decision making and planning frameworks in the global environment: exploring strategy options, opportunity analysis, strategy setting and implementation.  It also provides an opportunity to engage in a business simulation and to apply previous knowledge through case studies and projects.

Review some of the major challenges and opportunities that exist in planning marketing strategy in today’s economy. Also review the nature and scope of major marketing activities and decisions that occur throughout the planning process. Finally, look at some of the major challenges involved in developing marketing strategy.