BMRK491 – Marketing Management Strategies and Practicum
This is a capstone course in marketing designed to help students apply their marketing knowledge to real situations. Superior marketing strategies are essential for business success as the world’s economies continue to change. The market and the market’s customers are the starting point in marketing strategy formulation. Students can develop strategy analysis, planning, and control skills by applying marketing strategy concepts and methods in class discussions. They can do that through case analysis and through creating a marketing plan for a product or service.
What are some benefits of the marketing practicum?
This is a capstone course designed to help students apply their concentration understanding of theory and practice, to real situations. A level of knowledge beyond familiarity with the sub-disciplines of each Concentration area is expected.
- The nature of the work of the practicum will be such to favour knowledge and practical experience development in a real business setting for the student and is not meant to replace the current employee responsibilities of the employer. As much as possible, work duties will be structured into discreet projects and approved by both the instructor and employer e.g., Building a marketing decision support dashboard for an organization; conducting fundamental market research; determining the optimal target market for a new product, or develop a marketing plan for a specific product.
- Students will develop interpersonal, oral, and written communication skills in a company as well as with peers and the instructor.
- Students will develop practical on-the-job skills and develop marketing concentration knowledge through such course assignments as electronic dashboards for decision support, electronic portfolios for knowledge building, professional self-evaluation, and critical reflection; and also assignments directed at synthesizing company assessments and improvements.
- Overall, students will seek to advance their marketing concentration knowledge and improve and add value to the organizations that have provided opportunities for applied skill development by providing useful analysis, recommendations, and feedback in the project area.