This course focuses on the three major activities common to the marketing planning process across firms and industries: (1) analysis of market information; (2) development of brand and marketing strategy; and (3) programming of the strategy and implementation of the marketing programs. The unifying framework for these activities is the annual marketing plan.

A variety of teaching methods will be used during the course, particularly cases and lecture/discussion. The key feature of the course is a group project, which is the development of an actual marketing plan for a product selected by the students. The course provides the generic background necessary for developing marketing plans; students tailor the course to their interests by their chosen project. Thus, the course can be a consumer product, industrial product, service, or even not-for-profit course depending upon the project.