Shinhye Kim, PhD
Assistant Professor, Department of Management and Marketing
Community-Engaged Course Name: MKTG 470: Marketing Strategy
Tentative Community Partner: Brooks Crossing Innovation Center
Course Description: This course is a comprehensive examination of all aspects of the management of marketing. Mainstream marketing management concepts are taught on the premise that marketing is a universal management function with strong strategic elements that are operationalized in different ways in different parts of the world. Supported by a strong conceptual foundation, students’ learning will be directed toward practical applications in interactive marketing. In this course, students will partner with a local business that sees value in student-led consulting projects. The students will be tasked with investigating a marketing issue considered critical by the business partner. The students will be expected to conduct primary research, utilizing both qualitative and quantitative methods, to derive meaningful marketing insights. Students will work on the local business’s problem and gather and analyze primary data pertinent to the agreed topics. A comprehensive final report and presentation of their findings will be provided to the business client.