Marketing & Business Management offers a student-centered, project-based curriculum. In order to best prepare students for a variety of marketing-related career opportunities, curriculum projects reflect current marketing industry trends. The curriculum covers a wide range of topics including:
- Market Segmentation & Target Marketing
- Marketing Strategies
- Product development
- Pricing strategies
- Business Management
- Business Law
- Human Resource Management
Click on the links below to view samples of the types of projects that students complete throughout the marketing program.
Target Market Project-This is one of the first projects students complete after learning the fundamentals of market segmentation, target marketing and the marketing mix; product, price, place, and promotion. Understanding that all marketing strategies are developed with the customer in mind is vital.
Social Media & Web 2.0 Trade Show– This is the newest project in the Marketing & Business Management program. The target market for this project is faculty, staff, and administration. Marketing students will be showcasing educational technology tools, including social meida and web 2.0, which teachers can integrate into their classes to engage students and more effectively differentiate instruction.
Campus Corner-Holiday Video Project– This project allows students to work within small teams to create a promotional video for the holiday season at Campus Corner.
Green Mountain Coffee Project– This hands-on project (originally launched in 2009) allows students to create their very own coffee flavor for Green Mountain Coffee.
Visual Merchandising & Display Project– This project requires students to visit various retail establishments and conduct an analysis of the visual merchandising and display techniques utilitize to help promote merchandise, along with recommendations for improvements.
Marketing Research Project– In this project, students demonstrate their understanding of the difference between primary and secondary research. Students learn to use valid secondary sources to conduct background research on two competing companies. Students then construct a primary research study which compares how each company is using current technology as a part of their marketing strategy. Finally, students provide recommendations for new market opportunities and strategies which can increase a company’s market share.
Business Law Project– In this project, students learn the various types of laws affecting employers, employees, and business transactions. Specifically, students will explore the laws and regulations business owners must follow in the areas of advertising, finance, employment & labor, intellectual property, workplace safety & health. This project provides students with an understanding of the rights of employees, responsibilities of employers, and the ethics involved in business ownership.
Business Plan Project– The business plan project serves as the capstone in the Level II curriculum. Students are able to assess their entrepreneurial skills and characteristics and align their career goals to the exploration of a new business venture. Students use the U.S. Small Business Administration’s comprehensive website to assist them in developing their business plans. In addtion, students also use resources such as Under30CEO, Start-Up Nation, and the Young Entrepreneur Council for current topics related to start-up creation. Students present their final business plans to a team of outside investors. The goal is to present a plan that is realistic and would receive financial support from a potentail investor.