Directed Studies: The Marketing Experience II

The instructor will guide students in developing their own marketing insights focusing on a specific industry. The insights are based on the compilation of select company information, market and industry intelligence. This information will be applied in the development of questions used to interview one to two real-life California organizations. The interviews of the company will focus on understanding their marketing challenges, how they define and innovate market success. The student will prepare and deliver their marketing insights paper based on a combination of existing (secondary) information and new unique (original-primary) information from their company interview. The market insights development framework includes findings from company and market information, the live interview(s) and the student completing an analysis, implications, insights and conclusions, then selection of reporting method such as paper delivery, review or presentation.