Note:
Course content may be changed, term to term, without
notice. The information below is provided as a guide
for course selection and is not binding in any form,
and should not be used to purchase course materials.
MRKT 690 Course Syllabus
COURSE SYLLABUS
MRKT 690
MARKETING STRATEGY CAPSTONE
COURSE DESCRIPTION
This course serves as the capstone for the Masters of Science in Marketing. Students integrate
the concepts, techniques, and knowledge of the marketing core concepts. Students will analyze
and develop comprehensive marketing strategies. This course may not be substituted for or
transferred from another institution. Students must enroll in this course during their last term in
the program.
RATIONALE
The pinnacle of a marketing career is to serve as the Chief Marketing Officer (CMO) responsible
for all strategic marketing decisions of an organization. To prepare the M.S. Marketing student
for the potential of one day serving in the CMO position, this capstone course combines the
knowledge and skills learned in the previous courses of the M.S. Marketing curriculum and
applies them to the market-based challenges that marketing managers face today in an everchanging competitive environment. This course is intended to provide the student with the CMO
perspective in a hands-on application using a current marketing dilemma of a real-world
company.
I.
PREREQUISITE
For information regarding prerequisites for this course, please refer to the Academic
Course Catalog.
II.
REQUIRED RESOURCE PURCHASE
Click on the following link to view the required resource(s) for the term in which you are
registered: http://bookstore.mbsdirect.net/liberty.htm
III.
IV.
ADDITIONAL MATERIALS FOR LEARNING
A.
Computer with basic audio/video output equipment
B.
Internet access (broadband recommended)
C.
Microsoft Office
MEASURABLE LEARNING OUTCOMES
Upon successful completion of this course, the student will be able to:
A.
Integrate biblical principles within the context of marketing strategy.
B.
Integrate marketing principles to analyze current marketing environmental
challenges critical to achieving an organization’s marketing objectives.
Page 1 of 4
MRKT 690 Course Syllabus
C.
V.
Integrate marketing principles to address the identified environmental challenges
and provide direction for the organization to succeed in the market.
COURSE REQUIREMENTS AND ASSIGNMENTS
A.
Textbook readings and lecture presentations
B.
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will
complete the related checklist found in Module/Week 1.
C.
Discussion Board Forums (3)
Discussion boards are collaborative learning experiences. Therefore, the student is
required to create a thread in response to the provided prompt for each forum. The
thread must be 500–750 words, demonstrate course-related knowledge, and
include at least 2 scholarly sources in current APA format. In addition to the
thread, the student is required to reply to at least 2 other classmates’ threads. Each
reply must be 200–400 words.
D.
Group Consensus Report
The student will be assigned to a group at the beginning of the course to work on
the case study assignments. The Group Consensus Report is a written contract
among the group members on how they will work together as a team to produce
those 2 assignments. The student will answer specific questions related to group
dynamics from his or her personal perspective and then the group will edit the
individual student responses into a consensus report that will form the basis of a
contract on how to proceed with the group process.
E.
Individual Research Reports (2)
The student is required to research companies that have responded to (a) growth
market situations and (b) market demand shift situations. The student will write a
report describing an example of success and failure in applying marketing
strategies to the given market situation at the time. The report will include an
analysis of the success factors and cause of failure respectively. Each report must
be 750–1,000 words, demonstrate course-related knowledge, and include at least
2 scholarly sources in current APA format.
F.
Case Study Group Reports (2)
The student, working in his/her group, will design a marketing strategy for a
simulation company based on information provided in a case study. One case
study will involve growth market strategies, and the other case study will involve
market demand shift strategies for a mature brand. Each report must be 15–25
double-spaced pages exclusive of the title page, table of contents, bibliography,
and any other content in the appendix section of the report. The content of the
report must demonstrate course-related knowledge, and include at least 20
citations in current APA format from reputable peer-reviewed sources. Though
the group will only submit 1 report, each student member is required to contribute
a portion to the group report and will designate this by adding his/her name next
Page 2 of 4
MRKT 690 Course Syllabus
to the portion he/she completed. The student will also submit a peer evaluation
form for each assignment.
G.
Market Project Valuation Exercise
The student will calculate the net financial value of various proposed marketing
projects of a simulation company provided in a case study. In a written report, the
student will provide the results of the financial calculations and write a report on
how an assigned amount of resources will be allocated to the various marketing
projects. The report must be 750–1,000 words and demonstrate course-related
knowledge.
H.
Integration of Faith and Learning
The student will complete an Integration of Faith and Learning (IFL) essay
assignment. The student is to contemplate Scripture verses that relate to specific,
competitive marketing strategy situations. The essay must be a minimum of 500
words, cite at least 2 verses from the Holy Bible with promises of outcomes for
those who adhere to the precepts of the verses, and demonstrate a clear
relationship between the selected Scripture verses and the proposed ethical
behavior for the CMO.
VI.
COURSE GRADING AND POLICIES
A.
Points
Course Requirements Checklist
Discussion Board Forums (3 at 100 pts ea)
Group Consensus Report
Individual Research Reports (2 at 100 pts ea)
Case Study Group Reports (2 at 150 pts ea)
Market Project Valuation Exercise
Integration of Faith and Learning (IFL)
Total
B.
10
300
25
200
300
100
75
1010
Scale
A = 940–1010 A- = 920–939 B+ = 900–919 B = 860–899 B- = 840–859
C+ = 820–839 C = 780–819 C- = 760–779 F = 0–759
C.
Late Assignment Policy
If the student is unable to complete an assignment on time, then he or she must
contact the instructor immediately by email.
Assignments that are submitted after the due date without prior approval from the
instructor will receive the following deductions:
1.
Late assignments submitted within one week of the due date will
receive a 10% deduction.
2.
Assignments submitted more than one week late will receive a 20%
deduction.
Page 3 of 4
MRKT 690 Course Syllabus
3.
Assignments submitted two weeks late or after the final date of the
course will not be accepted.
4.
Late Discussion Board threads or replies will not be accepted.
Special circumstances (e.g. death in the family, personal health issues) will be
reviewed by the instructor on a case-by-case basis.
D.
Disability Assistance
Students with a documented disability may contact Liberty University Online’s
Office of Disability Academic Support (ODAS) at LUOODAS@liberty.edu to
make arrangements for academic accommodations. Further information can be
found at www.liberty.edu/disabilitysupport.
Page 4 of 4
COUR ### Course Schedule
COURSE SCHEDULE
MRKT 690
Textbook: Brunson et al., Marketing Strategy Capstone: MRKT 690 (2015).
MODULE/
WEEK
READING & STUDY
ASSIGNMENTS
POINTS
1
Brunson et al.: chs. 1–2
2 presentations
Course Requirements Checklist
Class Introductions
Graduate Level Business Program
Assessment
DB Forum 1
Group Consensus Report
10
0
2
Brunson et al.: chs. 3–4
1 presentation
DB Forum 2
100
3
Brunson et al.: chs. 5–6
1 presentation
DB Forum 3
100
4
Brunson et al.: chs. 7–8
1 presentation
Individual Research Report 1
100
5
Case Study 1
1 presentation
Case Study Group Report 1
150
6
Brunson et al.: ch. 9
1 presentation
Individual Research Report 2
100
7
Case Study 2
1 presentation
Case Study Group Report 2
150
8
Brunson et al.: chs. 10–11
1 presentation
Market Project Valuation Exercise
Integration of Faith and Learning
100
75
TOTAL
1010
0
100
25
DB = Discussion Board
NOTE: Each course module/week begins on Monday morning at 12:00 a.m. (ET) and ends on
Sunday night at 11:59 p.m. (ET). The final module/week ends at 11:59 p.m. (ET) on
Friday.