Using Corporate Sponsored Marketing Management Projects

Abstract

This paper provides information on the use of projects in a five hour undergraduate marketing management course. The projects have been used to supplement the text and lectures with the purpose of providing a vehicle for applying marketing concepts to various organizations and industries. Since most texts rely heavily on consumer products many of the projects are devoted to industrial products to give the students a more complete experience in the marketing profession. The following paper presents the detail on the project planning, project development, classroom and out-of-class operations, and benefits received by the students and project sponsors.