Student teams in the Managerial Marketing class work with organizations to develop strategic marketing plans, which may be at the enterprise, business unit, or product level. Teams work with their partners to define and tailor the scope and objectives of the marketing project.
Each team conducts consumer, market, and organizational research to understand the marketing situation faced by their partner. The team analyzes customer and market insights to understand what products and services are most desired by the target market. This is used as a basis for the team to apply a holistic approach to marketing that will create mutual value for both the customer and the organization.
Based on their market research and the needs of the partner organization, each team creates a unique, strategic marketing plan to allow the partner organization to build a connection with the customer and communicate their mutual value. Additionally, the team makes recommendations so that their tactical marketing action plans can be managed in a way that will achieve business results.
The team will give a verbal presentation to their partner as well as a written, strategic marketing plan sharing the findings and recommendations of the project.