MRKT 690 is the capstone for Liberty's MS in Marketing. Its written work is two 15-page group case study reports designing marketing strategies for a simulated company (growth markets and demand shifts for a mature brand), two 750-word individual research reports on real companies' successes and failures, a 750-word market project valuation exercise, two forums, a group consensus report and a 500-word Integration of Faith and Learning essay.
Liberty's catalog lists the course as MRKT 690 Marketing Strategy Capstone, 3 credit hours; Canvas and the course guide file print it as MRKT690.
What MRKT 690 covers
The catalog description: This course serves as the capstone for the Masters of Science in Marketing. Students integrate the concepts, techniques, and knowledge of the marketing core concepts. Students will analyze and develop comprehensive marketing strategies. This course may not be substituted for or transferred from another institution. Student must enroll in this course during their last term in the program.
Students integrate the concepts, techniques and knowledge of the marketing core to analyze and develop comprehensive marketing strategies. The course must be taken in the final term and cannot be substituted or transferred. The text is Brunson, Marketing Strategy Capstone, a custom package.
There are no quizzes or exams. Group case reports include a peer evaluation form. Week 1 runs Monday to Friday and Weeks 2 to 8 run Saturday to Friday.
Textbook named in the published guide: Brunson, Marketing strategy capstone: MRKT 690 (custom package) (2015). Check the current edition in your Canvas section.
MRKT 690 assignments, week by week
Every graded written assignment in the published guide has its own how-to guide below. Quizzes, exams, checklists and class introductions are left out because there is nothing to write.
| Week | Assignment | Points | Length |
|---|---|---|---|
| 1 | Group Consensus Report | 25 | Not set in the guide; follow the assignment instructions |
| 1 | Integration of Faith and Learning | 75 | At least 500 words |
| 2 | Discussion Board Forum 1 | 100 | Thread at least 500 words; replies at least 200 words |
| 3 | Discussion Board Forum 2 | 100 | Thread at least 500 words; replies at least 200 words |
| 4 | Individual Research Report: Growth Strategies | 150 | At least 750 words |
| 5 | Case Study Group Report: Growth Strategies | 150 | At least 15 double-spaced pages, excluding title page, contents, bibliography and appendices |
| 6 | Individual Research Report: Demand Shift Strategies | 150 | At least 750 words |
| 7 | Market Project Valuation Exercise | 100 | At least 750 words |
| 8 | Case Study Group Report: Demand Shift Strategies | 150 | At least 15 double-spaced pages, excluding title page, contents, bibliography and appendices |
Week 1: Group Consensus Report
Your group's written contract on how it will work together on the two case study reports. How to write MRKT 690 Week 1 Group Consensus Report.
Week 1: Integration of Faith and Learning
A 500-word essay connecting at least 2 Bible verses, with their promised outcomes, to ethical competitive strategy for a chief marketing officer. How to write MRKT 690 Week 1 Integration of Faith and Learning.
Week 2: Discussion Board Forum 1
A 500-word thread with 2 scholarly sources, then replies of at least 200 words to 2 classmates. How to write MRKT 690 Week 2 Discussion Board Forum 1.
Week 3: Discussion Board Forum 2
A 500-word thread with 2 scholarly sources, then replies of at least 200 words to 2 classmates. How to write MRKT 690 Week 3 Discussion Board Forum 2.
Week 4: Individual Research Report: Growth Strategies
A 750-word report on a real company's success and a real company's failure in applying marketing strategy to a growth market. How to write MRKT 690 Week 4 Individual Research Report: Growth Strategies.
Week 5: Case Study Group Report: Growth Strategies
Your group's 15-page report designing a growth market strategy for the simulated company in Case Study 1, with 20 peer-reviewed citations. How to write MRKT 690 Week 5 Case Study Group Report: Growth Strategies.
Week 6: Individual Research Report: Demand Shift Strategies
A 750-word report on a real company's success and failure in applying marketing strategy to a market demand shift. How to write MRKT 690 Week 6 Individual Research Report: Demand Shift Strategies.
Week 7: Market Project Valuation Exercise
Calculate the net financial value of proposed marketing projects for the simulated company and report how you would allocate an assigned budget among them. How to write MRKT 690 Week 7 Market Project Valuation Exercise.
Week 8: Case Study Group Report: Demand Shift Strategies
Your group's 15-page report designing a demand shift strategy for a mature brand in Case Study 2, with 20 peer-reviewed citations. How to write MRKT 690 Week 8 Case Study Group Report: Demand Shift Strategies.
How MRKT 690 is graded
The published guide totals 1,010 points. The two forums are 100 each, the group consensus report 25, the two individual research reports 150 each, the two case study group reports 150 each, the valuation exercise 100, the IFL essay 75 and the checklist 10.
| Graded item | Points |
|---|---|
| Discussion Board Forums (2) | 200 |
| Group Consensus Report | 25 |
| Individual Research Reports (2) | 300 |
| Case Study Group Reports (2) | 300 |
| Market Project Valuation Exercise | 100 |
| Integration of Faith and Learning | 75 |
| Course Requirements Checklist | 10 |
The published scale puts an A at 940 to 1010 points.
Week timing in the published guide: Module/Week One begins on Monday and ends at 11:59 p.m. (ET) on Friday. Modules/Weeks 2- 8 begin on Saturday and end at 11:59 p.m. (ET) on Friday.
How to approach MRKT 690
The group consensus report and the IFL essay are both due in Week 1, so read the course materials and meet your group immediately.
Each group case report needs at least 20 peer-reviewed citations in 15 pages, and each member's portion is marked with their name.
Questions students ask
What are the MRKT 690 case study group reports?
Two group reports of at least 15 double-spaced pages (excluding title page, contents, bibliography and appendices) designing a marketing strategy for a simulated company from a case, one on growth market strategies and one on demand shift strategies for a mature brand, each with at least 20 peer-reviewed citations and members' names on their portions.
What are the MRKT 690 individual research reports?
Two reports of at least 750 words with at least 2 scholarly sources, each describing a real company's success and a failure in applying marketing strategy, one to a growth market and one to a market demand shift, with an analysis of the success factors and causes of failure.
Working through MRKT 690 now?
Tell us the week and the assignment. A tutor who knows the course replies with a plan for the draft.