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Course Description

Successful marketing begins with a successful strategy and the foundation of any strategy is a solid plan. Today's business owners and company executives don't have the time (or patience) to read through old school marketing plans. They want the top line view of the most relevant information.

This capstone course brings together learning from the previous classes in the certificate program to work with a real small business owner and develop a marketing strategy, messaging and positioning, sale pitch and tactical plan--all supported with experimentation and storytelling. Students leave the class not only having helped a small business owner succeed, but also add a nice project to their portfolio.

***This course is the capstone class for the program and requires students to apply all that they’ve learned in previous classes to build and present a fully executable integrated marketing communications plan.*** 

Read an interview with Michael Bloom on applying the principles of design thinking for real world marketing ›

 

Prerequisites

Integrated Marketing Communication and Inclusive Brand Marketing

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