Course Catalog and Schedule

Marketing Consulting Laboratory: Generating Profitable Growth (MKTG-950-0)
1.00 Credit
TCE BidStats


Every company today faces business challenges on how to generate profitable growth. Increasingly, General Management Strategy Consulting projects conducted by firms from McKinsey to AT Kearney involve a core of Marketing Strategy issues. Specialty Marketing Consulting firms like Prophet and the Cambridge Group zero in on the issues of market segmentation, market sizing and assessment, and brand building. The purpose of this course is to give students real life experience in participating on a marketing strategy project team, developing solutions to real-world business problems.

Student teams will engage in project scoping and refinement, identifying and applying the appropriate analytical tools, analyzing data, and developing actionable, data-driven recommendations to address the issue. A final presentation to the client's senior and executive management occurs in the last week of the quarter. In this small sized lab course, student teams will take on projects for a number of live clients, scope and design the project deliverables and complete 10 week projects for their clients. Past teams have worked on projects for Abbott Labs, Bank of America, Audi, Kraft, General Electric, WW Grainger and Snap-On Tools.

Recommended Prerequisite: MKTG-450-0

Full-Time: (MGMT-431-0 OR STRT-431-0) AND (MKTG-430-0 OR MKTG-440-0 OR MKTGM-430-0)
E&W: (MGMT-431-0 OR STRT-431-0) AND (MKTG-430-0 OR MKTG-440-0)

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Academic Year Term   Session Course ID Title Sec ID   Credits Syl Instructor Times Campus Location Mand 1st Exam
2017-2018 Winter 2018 10 Weeks MKTG-950-0 Marketing Consulting Laboratory: Generating Profitable Growth 61 1 Hennessy, Julie; Maimaran, Michal Fri 1:30 PM - 4:30 PM Evanston Global Hub (2420 A&B) N Confirm final deliverables with professor and syllabus.