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MKT 430:  Marketing Capstone

Marketers operate in an increasingly complex environment. Given the fast-paced economic, cultural, and organizational backdrop, it is no longer sufficient to apply a simple 4 Cs, STP, 4 Ps framework to marketing decisions. In MKT 430: Strategic Marketing for Product and Brand Managers, you will analyze the interplay between economic, cultural, and organizational forces; promotional, branding, and pricing decisions; and the statistical tools for measuring performance and predicting future outcomes. This course aims to challenge you to use your economic, managerial, and statistical training in combination with your marketing knowledge to solve real business challenges through site visits, live cases, case studies, in-class activities, and a semester-long client project. Topics of analysis and discussion will span across multiple industries including consumer packaged goods, media, tech, and manufacturing.

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