MKTG 499J/K - Career Tools

Tools for Professional Success

  • To provide the skills and insights necessary to be extremely effective employees/managers
  • To guide students to high productivity on the job
  • To build a career path for students' future
     Tools for Professional Success in Marketing

Tools for Professional Success focuses on applying the conceptual frameworks of marketing to real-world problems faced by actual companies.  The purpose of the course is to give students some practical real-world experience as interns and to solve marketing problems with actual companies.  Students will work as interns for companies on a one day a week basis.  Each student will be given a particular problem from his/her company to work on over the course of the semester.  Students are expected to apply what they have learned from coursework to solve the company's problem. 

Course meetings will be run like a series of staff meetings rather than the traditional lecture/discussion course.  Class meetings and individual appointments with Professor Schewe will offer discussion, providing a variety of skills and direction for achieving success in the business world.  Companies demand good communication skills and those will be developed in written reports and in powerpoint presentation skills.  Written documents and oral presentations will be critiqued by Ms. Gail Cruise from the Undergraduate Business Writing Program [WAC]. 

Each student will have a specific marketing problem from their company that will require investigation and solution over the course of the semester.  Company problems will cover a variety of topics and depend on the needs of the intern's company.  Such problems might include analyzing customer satisfaction, determining customer preferences for product features and services, gathering data on market size and potential, or investigating competitive pricing and competitor strategies.  Solving company problems would likely include the following kinds of activities: library, internet, and other outside sourcing of existing information, telephone interviewing, on-site interviewing of customers/client employees, store intercepts of customers, and regional travel to audit successful businesses. The client company will reimburse all expenses incurred subject to budgetary limitations.  Each team should set up a procedure and policy for reimbursement at the first client meeting.  Each team must also set up a procedure and policy for keeping the client informed of the team's activities...this also should be accomplished at the first meeting.  Professor Schewe will not accompany you to any client meetings, including the final presentation.  It is the team's responsibility to "manage the client."

Professor Charles D. Schewe
Office: 221C SOM
Office Phone: (413) 545-5672
Home Phone: (413) 256-0914
E-mail: schewe@isenberg.umass.edu  


This course has a maximum enrollment of 12 students.

Instructor Consent Required.  Must complete application.

(Prerequisite: MKTG 301)
Fall, 2012