This capstone course takes an analytical and a learning-by-doing approach to marketing with particular regard to strategic decisions. It deals with optimizing marketing management decisions by using quantitative tools. Among the issues covered are customer loyalty and relationship marketing, branding, product launch, pricing, promotion budgets, and customer-segment analysis. At the center of the course is the development of a hands-on semester project. Prerequisites: BUAD 371 or BUAD 374 or BUAD 375.