Bulletin description: "Seminar integrating corporate mission with development of strategic marketing plans for product markets. Selecting marketing planning units, situational analysis, target market strategies, and positioning statements to reflect global short/long-range environment."
Semester: Fall 2007
Instructor: Dr. Subodh Bhat
Project work: I teamed up with six other students (yes, SIX) to analyze a small adventure travel business based out of Berkeley, CA and come up with a suitable strategic marketing plan. Our analysis included a competitor analysis, a SWOT analysis, and a marketing strategy. Primary research was conducted to determine the needs of those interested in adventure travel. This project stressed the importance of finding ways to differentiate yourself from competitors, as well as brand positioning.