The Undergraduate Capstone Marketing Course: Objectives, Content, and Pedagogy

The paper discusses the results of a comprehensive review of 122 capstone marketing syllabi collected from across the United States. Using content-analysis, the syllabi were reviewed for learning objectives, topical coverage, and pedagogical methods. Not surprisingly, the course goes by an extensive listing of course names, with a wide variety of textbooks and reading material. Overarching course objectives were to better understand marketing strategy concepts in general and, more specifically, the integration of marketing concepts learned in prior courses. The majority of syllabi are structured around the traditional marketing mix framework, and instruction appears to be somewhat consistent across classrooms.