Marketing Leadership and Innovation

Course Code: MKTG 5506

Academic Year: 2020-2021

In this capstone course students integrate the concepts and approaches gained throughout the Marketing Management Program to develop and present to a panel of industry experts a comprehensive business plan for a new or existing small enterprise. Areas of focus include: internal/external analysis and research, target market evaluation, business strategy, objectives, a marketing plan, and the development of the operational, financial, organizational and leadership functions. Through a series of industry guest speakers, students also have the opportunity to learn how to start a business and the latest innovations in marketing across various industries.