Course Spotlight: Michigan Ross Students Deliver Impactful Solutions and Strategic Recommendations to Minority-Owned Small Businesses

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In MKT 313: Consumer Behavior, student teams work throughout the entire semester with real clients that are mostly from Detroit, many of whom are sourced by Detroit Neighborhood Entrepreneurs Project. Student teams gather and analyze data to identify their clients’ target customer, what their customers value in their decision-making and why.  From this research, teams recommend marketing strategies for their clients to implement. The experience is designed to mimic an internship where students are enhancing many hard and soft skills like account management, research, communication, graphic design, and media planning.