This course aims to help students create new knowledge by integrating functional marketing expertise to develop workable solutions for real-world marketing cases. Students will engage in critical thinking independently and collaboratively, analyzing and evaluating marketing challenges in local and global business contexts. The course also emphasizes effective communication, providing opportunities for students to present their creative solutions and action plans for addressing marketing challenges through both oral and written formats. Additionally, it fosters lifelong learning by developing transferable skills, including applying marketing theories, principles, real-world knowledge, case analysis, and teamwork. This comprehensive approach empowers students to navigate complex marketing decisions individually and within teams.