BUS 449 - Marketing in Action

An advanced project-based course for students specializing in Marketing. Students will apply all concepts and frameworks learned from prior marketing courses. This course provides an experiential, project-based learning environment in which students will gain a personal feel for strategic marketing planning and decision making working for a real business client. Students will address critical decision issues involved in marketing planning at a strategic level, including segmentation and positioning, product development, customer acquisition and retention, brand management, marketing research, and the use of advertising and promotion. Particular emphasis will be placed on digital and social media marketing and it’s increased role in communication and tracking results. The environment firms face today is increasingly complex and fast-changing. Hence, the core job of marketing – attract, retain, grow customers; earn profits – is ever more important. This course will attempt to provide the strategic marketing experience you will need to help jumpstart and succeed in your career.

3 credits

Prerequisite(s): BUS Major; U4 Standing; BUS 348 and BUS 358

SBC: EXP+