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Learners develop a thorough understanding of how to execute a marketing plan as they research and write a plan for a real world client. With the use of top-rated commercial software, learners methodically explore the key elements of a marketing plan including situational analysis, marketing strategy, marketing mix, financials and controls. Learners hone their research, creative and analytic skills by competing in the Canadian Marketing Association's case competition. A team approach to writing the marketing plan, working with clients and presenting embed leadership, team work and professional communication skills. Learners synthesize their individual knowledge through in class assignments. The culminating report may serve as a distinguishing addition to the learner's portfolio.