MARK 2040 is a capstone independent study course that provides students the opportunity to apply the concepts and principles learned in the program to a real business situation. Students conduct a comprehensive project for a company of their choice. Specifically, students a) research and analyze the industry, the company and its environment; b) formulate specific customer relationship marketing objectives and strategies for the company; c) develop an executable database marketing plan to address the issues identified and; d) present their customer relationship marketing plan. Students are evaluated based on the objectives, strategies and programs in their professional customer relationship marketing plan, as well as the feasibility and likelihood of its success as well as input from the clients. Students work in groups to accomplish this task with the assistance of the "faculty advisor".

Develop a comprehensive customer relationship marketing plan for a client

• Complete an effective industry, client and target consumer (customer) analysis
• Leverage database marketing segmentation techniques to conduct a detailed consumer segmentation analysis
• Search out and apply proven customer relationship marketing ideas and methods to relevant business situations
• Create logical and concise marketing objectives and strategies that achieve organizational goals and build competitive advantage
• Present a professional marketing report to a “client”
• Demonstrate an organized approach in a timely manner to compile a professional customer relationship marketing plan