This course examines the issues involved in organizing and operating start-up businesses and new ventures, as well as the role of marketing in today’s organization. Attention is given to the ethical, social, and economic problems faced by entrepreneurs and marketing managers.

This capstone course focuses on the strategic decisions and planning processes that shape future of the organization. Students will utilize techniques for defining the basic purpose and objectives of an enterprise, for analyzing competitors and industries, and for matching organization strengths with environmental opportunities. Various perspectives to strategic thinking are explored and applications such as vision and mission are examined at both the organizational and personal levels.