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The capstone project is a group endeavor that provides team members the opportunity to work collaboratively as well as independently on the development of a comprehensive marketing plan. The project requires team members to research and analyze a "case study" institution in a structured manner with the goal of providing a set of recommendations that will lead to that institution's improvement or survival. Within the scope of the project, students will be responsible for augmenting, clarifying, and supporting their position with current theories and practices. The development of financial and enrollment models will also be required in the final report.