A comprehensive course focusing on the critical aspects of marketing management used in solving business problems. Recent corporate successes, failures and turnarounds will be used to study marketing management concepts. Particular attention will be given to the application of marketing principles to the nonprofit and organizational markets. This capstone-marketing course takes a structured approach to making business decisions. The students' knowledge of marketing concepts and their application to business situations will be enhanced through the study of marketing literature and the analysis of real corporate problems.
Students develop a marketing plan for a client from the Baltimore corporate community.
Topics include exploring the skills necessary to launch a business, define the market, plan marketing strategies, create operating systems and set foals, in addition to examining the characteristics and history of entrepreneurship. Students are involved in thorough investigation and comprehensive planning for a new business venture. Practical experience in planning and writing publicity and public relations materials. Analytical approach to the study of financial problems of businesses. Topics include asset management, working capital analysis, profit planning and forecasting and capital budgeting.