Marketing strategy course prepares students for the unpredictable world of business
Marketing strategy course prepares students for the unpredictable world of business
Marketing involves much more than just catchy slogans and clever advertisements. It requires a deep dive into supply chains, price forecasting, logistics and consumer behavior. And in today’s fast-paced business environment, marketing professionals must be ready to pivot when a supplier fails or a market trend shifts overnight.
The Marketing Strategy course, at the Wilson College of Business, prepares students for these challenges by tasking them with creating, launching and selling actual products while navigating the sometimes-messy reality of commerce. Allowing students to put the four Ps of marketing into practice — developing real products, setting prices based on costs and demand, promoting their offerings to real customers, and determining place by selecting effective distribution channels — all while gaining hands-on experience with the decisions marketers face every day.
“The intent is to find a hands-on way to cover all aspects of marketing,” said Matthew Bunker, professor of marketing and the course instructor. “This course closely resembles what students will encounter in the real world. And there is no right answer in most situations because they are so variable.”
The semester begins with student teams developing a product concept and performing market research, which informs a “Shark Tank”-style pitch to a panel of experts to secure funding. With funding secured, students move from planning to execution — sourcing products, launching campaigns and managing their go-to-market strategy, with revenue being reinvested to support future classes.
For Trever Anderson (’27), the course demonstrated how a deep understanding of customers and applying insights to shape effective marketing strategies. His team developed laser-engraved glassware featuring the West Gym, an iconic space for wrestling fans. Through market research surveys, they identified a clearly defined target audience — primarily upperclassmen and alumni athletes — who held a strong attachment to the building.
The strategy proved successful: The team sold 22 units more than their break-even point, generating a $300 profit for the course.
Textbooks don’t always teach you what comes from firsthand experience, It was cool to see how a little product can bring people together and bring up memories they’ve had from 20 years ago.
Carly Tegels (’25) and her team also applied their education to a tangible product by creating neutral-toned Panther hats, fulfilling a need for trendy gear that appeals to a broader audience. Tegels experienced the volatility of business firsthand when her team’s primary supplier had to undergo emergency surgery right as production was set to begin.
The group had to pivot quickly to find a new manufacturer while maintaining their price point and still generated a profit of almost $100.
Doing something from start to finish requires constant problem-solving. Applying what I’m learning really improved my confidence. Having these examples to show future employers is extremely beneficial.
The hands-on nature of these projects allows graduates to develop technical expertise and adaptability — key professional traits in the modern workforce. By managing everything from break-even analysis to personal selling, students gain a competitive advantage before they even leave campus.
“These problems occur every day in life,” Bunker said. “There’s no step-by-step guide in the real world, so we’re trying to give them projects that stimulate their thinking. That way they’re ready to tackle problems when they graduate.”
