Project Overview
In this capstone project, students synthesize their knowledge and skills in marketing gained throughout the program by tackling a real-world marketing challenge or opportunity. Sample scenarios include entering a new market, leveraging digital transformation, reviving a declining brand, building brand loyalty, and co-branding opportunities.
Research Guide Overview
This research guide will walk you through some of the more research-heavy requirements for this assignment. The resources that you use and the approaches you take will vary depending on the type of marketing problem or scenario you are analyzing and solving. You may or may not use every resource listed here but, instead, use this guide as a jumping off point to help you find high-quality, relevant materials.
This guide covers resources to help you find research in six main areas of focus, pulled directly from your assignment guidelines:
- Organizational Analysis
- Industry Analysis
- Market and Consumer Segments
- Competitive Benchmarking
How you use the resources covered in this guide will be determined by how you apply the strategies and approaches you learn throughout the course. You should use these resources in conjunction with what you learn in class to effectively complete this assignment. Keep in mind that you will need to gather resources from a variety of places and source types, then use your writing to make connections between the content, your assignment requirements, and class concepts.
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