The Goizueta Marketing Strategy Consultancy (GMSC) creates a unique opportunity for MBA students to tackle and solve very real marketing and strategy challenges faced by the world's leading organizations. Students are aligned in a competitive setting to research, analyze and propose actionable recommendations for a wide variety of marketing strategy projects. Clients pay a fee to sponsor a project, which goes toward research costs, academic advising, presentation day events, and prizes awarded to top teams.
The MBA teams, comprised of five to eight students, are matched with a client project based on both professional experience and interest. Project deliverables include a written report and a formal presentation. The 35-50 page final report includes a situational overview, an industry and competitor analysis, findings from secondary and primary research, strategic and tactical recommendations, financial justifications, and implementation plans. Each week GMSC students meet together as a class for two hours, have an individual team session with Dr. Shah, have an official team meeting with their Team Guide who is a GMSC alumnus, and countless hours of unofficial team meetings.
GMSC students work with multiple academic and professional experts in addition to conducting primary research and analysis used to make final recommendations. Examples of GMSC resources include:
- Classroom instruction on best practices in marketing, consulting, and market research
- Workshops delivered by consulting and marketing subject matter experts
- Expert interview sessions
- Professional project structure and presentation coaching
- In-depth financial analysis support
- Proven primary and secondary market research sources
These resources in addition to following a specific schedule for completing phases of the project provide students with a comprehensive framework and the innovative tools needed to tackle their clients' challenges successfully.
Each year approximately 150 judges from the Atlanta business community evaluate the presentations while clients and faculty evaluate the written reports.