BUS 549 - Goizueta Marketing Strategy Consultancy (GMSC)

This project course affords students practical, field experience in addressing real-world marketing problems including those addressing customer segmentation, product and brand development, channel strategy, integrated marketing communications, and pricing. Partnering companies identify a specific problem as the focus of the project. Student teams, working with the course leader, then undertake analysis of the problem, design and conduct market research, analyze collected data, and develop a plan to address the focal issue. Students get hands-on coaching in applying the frameworks and processes of running a consulting project, as well as deeper dives into the marketing methodologies. Deliverables at the end of the project include a written report and a presentation to executives from the client organization. Student teams participate in Presentation Day event in May.


Priority to first year Full-Time MBAs; open to others on space-available basis

Skill Development

  • Conducting market research
  • Managing a complex project team
  • Managing a client relationship
  • Creating and communicating practical recommendations

Recent Clients & Projects

  • Turner - Cartoon Network (identifying sources of ancillary revenue)
  • Beats by Dr. Dre (developing a strategy for in-ear earbuds without cannibalizing over ear products)
  • Focus Brands - Cinnabon (developing a market entry and positioning strategy in India)
  • The Coca-Cola Company (increasing customer purchase and brand love through smartphone integrations)
  • The Weather Channel (developing a market entry strategy for China)
  • IHG (validating a Social Media for Hire plan at corporate level)
  • GE (exploring value of new business models for IT products to support hardware sales)
  • Disney (determining ROI of a loyalty program for theme park visits)


Reshma Shah