Integrated Operations and Marketing Strategy

This culminating unit brings together finance, marketing, operations, HR, ethics, and risk management to prepare students to run and grow a small-to-medium enterprise. Students will synthesize CRM, promotion, distribution, quality, and financial decisions into measurable plans that prioritize customer value, operational reliability, and ethical conduct.

Learning Objectives

• Analyze financial and cash-flow scenarios (including bonds, payment terms, discounts, and invoicing) to quantify impacts on profitability and working capital and recommend appropriate debt or payment strategies.
• Apply CRM, retention, and marketing tactics (mobile/local marketing, promotions, customer testimonials, and the Five Ps) to create a customer engagement plan that increases repeat business and measurable customer lifetime value.
• Evaluate operational and organizational risks—such as cybersecurity threats, quality failures, maintenance needs, hiring/firing practices, and ineffective communication—and propose prioritized mitigation and continuity strategies.
• Design an integrated operations-and-marketing plan (covering distribution/logistics, process maintenance, promotions, measurement metrics, and ethical considerations) and define success metrics to assess strategic planning outcomes.