Course Catalog and Schedule

Marketing Project Laboratory Course: 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.

Pre-Requisites apply and MKTG 450-0 is suggested, but not required.

There is a mandatory class session on 6/13/14 from 5pm ¿ 9 pm. This session covers a detailed description of each project in the course and a three hour orientation conducted by a group of AT Kearney partners.

All Students: ( MKTG-430-0 OR MKTG-440-0 ) AND MGMT-431-0 AND ( FINC-430-0 OR FINC-440-0 )

Download Schedule Information

Command item
Academic Year Term   Course ID Title Sec ID   Credits Syl Instructor Times Campus Location Mand 1st Exam
2014-2015 Spring 2015 MKTG-950-0 Marketing Project Laboratory Course: Generating Profitable Growth 61 1 Hennessy, Julie Mon/Thu 3:30 PM - 5:00 PM Evanston Jacobs (101) Y Check syllabus and confirm final deliverable or exam with professor.