Marketing Strategy Capstone – MRKT 690
CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 02/01/2024
Course Description
This course serves as the capstone for the Masters of Science in Marketing. Students integrate the concepts, techniques, and knowledge of the marketing core concepts. Students will analyze and develop comprehensive marketing strategies. This course may not be substituted for or transferred from another institution. Student must enroll in this course during their last term in the program.
For information regarding prerequisites for this course, please refer to the Academic Course Catalog.
Rationale
The pinnacle of a marketing career is to serve as the Chief Marketing Officer (CMO) responsible for all strategic marketing decisions of an organization. To prepare the M.S. Marketing student for the potential of one day serving in the CMO position, this capstone course combines the knowledge and skills learned in the previous courses of the M.S. Marketing curriculum and applies them to the market-based challenges that marketing managers face today in an ever-changing competitive environment. This course is intended to provide the student with the CMO perspective in a hands-on application using a current marketing dilemma of a real-world company.
Course Assignment
Textbook readings and lecture presentations
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.
Discussion
Discussions are collaborative learning experiences. Therefore, the student will complete one Discussion assignment in this course. The student will post one thread of at least 750 words. The student must then submit reply posts of at least 300 words to two (2) fellow classmates’ original thread posts. For each original thread, students must support their positions with at least two (2) sources outside of the textbook in APA current edition format. Each reply post must incorporate at least one (1) source outside of the textbook in APA current edition format. The students must create their original thread before they will be allowed to view and comment on other students' threads.
Written Report Assignments (6)
The student is required to apply the concepts from the reading assignments in each Module: Week. In six (6) of the eight weeks of the course, the application exercise will be through submitting a written report that responds to the questions that are based on the specific reading assignments for that Module: Week. Each written report must contain a minimum of 1,000 words, be thorough in discussion and analysis of each question being addressed, and be supported by the textbook and a minimum of three (3) scholarly sources outside of the textbook in APA current edition format.
This is the final accreditation assessment for the Master of Science - Marketing program. Accreditation requires classroom learning to be measured and analyzed. That means Liberty must measure and report learning progress of its students. The student should have taken this quiz twice before, at the beginning of the MSM program, in the middle, and now here at the end.
Valuation Exercise Worksheet Assignment
The student will calculate the net financial value of various proposed marketing projects of a simulation company provided in a case study. In a written report, the student will provide the results of the financial calculations and write a report on how an assigned amount of resources will be allocated to the various marketing projects. The report must demonstrate course-related knowledge.
