The two-quarter capstone experience is the culmination of the 48 credit-hour MS-Marketing program, and takes place during the winter and spring quarters. Unlike traditional classroom learning where the problem is identified in advance and students work through the solution, the capstone requires students to diagnose the problem situation and then solve it using their academic foundation. The capstone projects simulate the business environment the students will face as graduates of this elite masters program.

Prospective capstone clients may select from among five distinct engagements depending on the needs of their company.  These client engagements vary in length, focus, program modules, and student effort.

1.  The “Explosive Growth” Engagement:   This program is for successful corporations seeking high growth through innovation and global market expansion.

2.  The “Competitive Differentiation” Engagement:  This program is for companies who want to regain or defend their marketplace position to achieve profitable growth.   

3.  The “Market Insights” Engagement:  This program is for non-profit and for-profit organizations needing deep insights about their current markets and customers.

4.  The “Brand Equity” Engagement:  This program is for non-profit and for-profit firms needing to clarify or establish its brand in the market place. 

5.  The “Tactical Execution” Engagement:  This program is for companies seeking a quick fix or analysis to enhance their “go-to-market” effectiveness. 

If you would like to have your organization's marketing issue considered as a capstone project, contact Professor Drew Boyd at (513) 556-4587 or drew.boyd@uc.edu.

1.  The “Explosive Growth” Engagement:   This program is for successful corporations seeking high growth through innovation and global market expansion.  This comprehensive program dives deep into market opportunity, competitive threat, and company capabilities.  It begins with an assessment of the company's core competencies so that final recommendations are linked to firm skills.  The cornerstones of this program are strategy and innovation.  Two student consultants will lead a cross-functional team to create a pipeline of new products and services using the structured innovation method, Systematic Inventive Thinking.  Company representatives participate in a focused innovation workshop to lend insight and feedback.  The pipeline innovations will be expressed in the form of a hypothetical, futuristic company catalog of products and services with recommendations on sequencing and development.  To position the company for growth, the student consultants will develop a comprehensive marketing strategy and value proposition.

• Student Consultants:        2
• Length of Engagement:  20 weeks

2.    The “Competitive Differentiation” Engagement:  This program is for companies who want to regain or defend their marketplace position to achieve profitable growth.   The goal is to find the most accessible market opportunities and to recommend concrete positioning strategies for success with existing products and services.  The student consultant will use both quantitative and qualitative market research to identify current and potential customer perceptions.  The research will yield a recommended segmentation approach.  Company representatives will be led through an “Attribute Value Mapping” workshop to understand where value is being delivered in the market today and what the company needs to do to differentiate itself from the competition.   A written marketing plan will pinpoint specific a target audience and positioning strategy to win and grow.

• Student Consultants:        1
• Length of Engagement:  15 weeks

3.  The “Market Insights” Engagement:  This program is for non-profit and for-profit organizations needing deep insights about their current markets and customers.  A thorough market analysis will define the market opportunity and highlight key trends affecting the business.  A comprehensive marketing research effort will reveal new understanding about current buying patterns, preferences, and perceptions about you and your competitor.  Using the marketing research, company representatives will participate in an “Attribute Value Mapping” workshop to help understand what is being delivered in the market and how customers achieve value from it.

• Student Consultants:        1
• Length of Engagement:  10 weeks

4.    The “Brand Equity” Engagement:  This program is for non-profit and for-profit firms needing to clarify or establish its brand in the market place.  A thorough marketing research effort using both quantitative and qualitative methods will uncover new insights and perceptions of the firm's reputation and current brand equities.  Using the research, the student consultant will lead the company through various exercises to identify potential new brand equities and approaches.  The final deliverable is a comprehensive strategy to include a brand architecture, value proposition, brand character, and suggested communications strategy to express the brand.

• Student Consultants:        1
• Length of Engagement:  10 weeks

5.    The “Tactical Execution” Engagement:  This program is for companies seeking a quick fix or analysis to enhance their “go-to-market” effectiveness.  Clients choose one or more of selected tactical areas: pricing, channel management, integrated communications, or digital marketing.  The student consultant uses secondary and existing primary market research to “deep dive” into the selected area to create solid recommendations for improvement.

• Student Consultants:        1
• Length of Engagement:  5 weeks