Once marketing majors reach the high-level courses within their programs, they have the opportunity to take CSP’s Marketing Strategy course. In a class consisting of mostly seniors, students use their collective knowledge from prior courses throughout the program to work together as a team, developing marketing strategies for real-life clients. Professor Brian Evans shares some of the learning objectives that they are evaluated on as they progress with their marketing plans. “Students are assessed through a comprehensive review of their plans, focusing on viability, customer needs identification, feasibility, affordability, and innovation.”
Unlike other marketing strategy classes, CSP’s course is unique in that real-life clients are the center of the projects. These clients have the opportunity to implement the plans that CSP students are devising, helping their business meet their goals, as one client noted their success in entering a new market while using the marketing plan CSP students created.
“I strive to create a team atmosphere in the class, encouraging collaboration across groups and the exploration of new resources,” Evans says. “I allow them to take the lead on their projects.”
By the end of the course, students will have had real-world experience in a field they are about to enter, as well as an established portfolio to help them reach the employers they want. “This class significantly contributes to a student’s portfolio by providing tangible evidence of their strategic thinking and problem-solving skills,” Evans says. “A portfolio is crucial as it showcases a student’s ability to apply theoretical knowledge to practical situations, making them more attractive to potential employers.” Students are encouraged to curate their portfolios based on their personalities and strengths.
Professor Evans stresses the importance of preparing students for the field. Students work on building their LinkedIn profiles, establishing networking connections, and attending job and internship fairs available to them. “My students pursue various careers in marketing, including roles in social media, data analytics, and strategy, among others,” says Evans. He continues to say how these skills are “highly valued in the job market.”