Marketing Strategy Capstone – MRKT 690

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

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. Students must enroll in this course during their last term in the program.


MRKT 600 and MRKT 661 and MRKT 670 (can be taken concurrently)


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.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Integrate biblical principles within the context of marketing strategy.
  2. Integrate marketing principles to analyze current marketing environmental challenges critical to achieving an organization’s marketing objectives.
  3. Integrate marketing principles to address the identified environmental challenges and provide direction for the organization to succeed in the market.

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 Module/Week 1.

Discussion Board Forums (2)

Discussion boards are collaborative learning experiences. Therefore, the student is required to create a thread in response to the provided prompt for each forum. The thread must be a minimum of 500 words, demonstrate course-related knowledge, and include at least 2 scholarly sources in current APA format. In addition to the thread, the student is required to reply to at least 2 other classmates’ threads. Each reply must be a minimum of 200 words.

Group Consensus Report

The student will be assigned to a group at the beginning of the course to work on the case study assignments. The Group Consensus Report is a written contract among the group members on how they will work together as a team to produce those 2 assignments. The student will answer specific questions related to group dynamics from his or her personal perspective and then the group will edit the individual student responses into a consensus report that will form the basis of a contract on how to proceed with the group process.

Individual Research Reports (2)

The student is required to research companies that have responded to (a) growth market situations and (b) market demand shift situations. The student will write a report describing an example of success and failure in applying marketing strategies to the given market situation at the time. The report will include an analysis of the success factors and cause of failure respectively. Each report must be a minimum of 750 words, demonstrate course-related knowledge, and include at least 2 scholarly sources in current APA format.

Case Study Group Reports (2)

The student, working in his/her group, will design a marketing strategy for a simulation company based on information provided in a case study. One case study will involve growth market strategies, and the other case study will involve market demand shift strategies for a mature brand. Each report must be a minimum of 15 double-spaced pages exclusive of the title page, table of contents, bibliography, and any other content in the appendix section of the report. The content of the report must demonstrate course-related knowledge, and include at least 20 citations in current APA format from reputable peer-reviewed sources. Though the group will only submit 1 report, each student member is required to contribute a portion to the group report and will designate this by adding his/her name next to the portion he/she completed. The student will also submit a peer evaluation form for each assignment.

Market Project Valuation Exercise

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 be a minimum of 750 words and demonstrate course-related knowledge.

Integration of Faith and Learning

The student will complete an Integration of Faith and Learning (IFL) essay assignment. The student is to contemplate Scripture verses that relate to specific, competitive marketing strategy situations. The essay must be a minimum of 500 words, cite at least 2 verses from the Holy Bible with promises of outcomes for those who adhere to the precepts of the verses, and demonstrate a clear relationship between the selected Scripture verses and the proposed ethical behavior for the CMO.