Course Description
TIn this capstone course, students demonstrate fulfillment of the various outcomes of their major courses. Each student will complete the capstone project to demonstrate that the student understands clearly his or her major, has mastered the content of the selected field(s) of study, and can synthesize and apply what he or she has learned. The proposed project may be a research paper or a case study on a contemporary Marketing topic. This capstone course should be taken in the student’s last semester. (3 credits)
Prerequisites
- ACC 101: Financial Accounting
- ACC 102: Managerial Accounting
- BUS 120: Business Law
- ENG 101: English Composition 1
- ENG 102: English Composition 2
- FIN 210: Financial Management
- MGT 101: Principles of Management
- MGT 315: Organizational Behavior
- MKT 220: Principles of Marketing
Program Learning Outcomes (PLOs)
- Apply the concepts, theories, and relationships among the functional areas of an organization, including the ability to explain the nature and construct of an organization.
- Design strategic marketing practices. This will include such areas as marketing research, consumer behavior, customer acquisition and retention strategies, and public relations. Additional areas include digital marketing including SEO techniques, social media strategies, leveraging artificial intelligence for targeted marketing campaigns, and driving brand loyalty.
- Explain the global environment of business including the political, social, and intercultural sensitivities that exist in society that are important to the development of meaningful relationships and success in business and in life.
- Demonstrate professional business behavior, social responsibility, and ethical decision making and conduct.
- Demonstrate effective critical thinking, decision-making, problem solving, organizational leadership, teamwork; oral and written communication skills utilizing tools such as AI, research databases, and other tools as required.
Student Learning Outcomes (SLOs)
Students who successfully complete this course will be able to:
- Collect, analyze, and synthesize quality research articles utilizing online library databases and other quality source data.
- Create a visual presentation on their capstone project topic.
- Deliver an oral presentation on their capstone project topic.
- Compare and contrast how qualitative and quantitative research methods can be used to understand consumer preferences.
- Evaluate the impact of external factors on their purchasing decisions.
- Propose marketing communication channels and measurement strategies for campaigns.
- Assess the ethical implications of maintaining customer data to the marketing industries’ use of data.
- Assess the impact of the CSR programs/activities on their profitability.
- Examine how political, social, and intercultural sensitives impact a company’s global marketing activities.
Course Activities and Grading
| Assignments | Points | Weight |
|---|---|---|
Discussions (Weeks 1-8) | 200 | 20% |
Capstone Project Topic (Week 1) | 50 | 5% |
Capstone Report – Drafts (Weeks 3, 4, & 5) | 150 | 15% |
Capstone Presentation – Draft (Week 6) | 50 | 5% |
Capstone Report – Final (Week 7) | 300 | 30% |
Capstone Presentation & Recording – Final (Week 8) | 250 | 25% |
Total Points | 1000 | 100% |
Required Textbook
- There is no required textbook. This course uses Open Educational Resources (OER). OER are openly licensed, educational resources that can be used for teaching, learning, and research. OER may consist of a variety of resources such as textbooks, videos, and software that are no cost for students.
Additional Resources
- Barron, Jr. T. A., & Summers, J. M. (2025). Marketing capstone project handbook. [Unpublished manual]. Department of Business and Technology, Charter Oak State College.
- Lumen. (2025). Principles of marketing. Libre Texts Business. (Source: https://biz.libretexts.org/Bookshelves/Marketing/Principles_of_Marketing_(Lumen))
Course Schedule
Week | PLOs | SLOs | Readings and Exercises | Assignments |
1 | 1,2 | 1 | Topic: Marketing Foundations
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2 | 1 | 1,4 | Topic: Marketing Research
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3 | 1 | 1,5 | Topic: Consumer Behavior
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4 | 5 | 1,6 | Topic: Promotion and PR
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5 | 3 | 1,7 | Topic: Ethical Considerations
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6 | 3 | 2,8 | Topic: Social Responsibility
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7 | 2 | 1,9 | Topic: Global Marketing
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8 | 4 | 2,3 | Topic: Branding
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COSC Accessibility Statement
Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.
COSC Policies, Course Policies, Academic Support Services and Resources
Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.