The course provides a hands-on experience in tackling real-world consulting projects in innovative marketing and related topics to achieve an organization's goals. Groups of students will manage a substantial project with well-known firms in order to hone their abilities in innovative marketing strategy, channel management, pricing strategy, and so on. The spirit of the class will be very much "learning-by-doing."

This course intends to provide the student with an understanding of the marketing challenges faced by managers in the industry through a hands-on project. It helps to enhance the student's skills in solving problems in collaborative environments and to prepare the student for managing projects with demanding deadlines in a complex organization.