University of Technology SydneyHandbook 2008

24790 Business Project: Marketing

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
There are also course requisites for this subject. See access conditions.

Handbook description

This is a capstone subject for Master of Business in Marketing or MBA Marketing major students. Students complete an applied marketing project, integrating and utilising the skills and knowledge acquired in their previous marketing subjects.

Subject objectives/outcomes

On successful completion of this subject, students should be able to:

  1. Demonstrate an understanding of marketing theory, frameworks and models in relation to a selected business context.
  2. Demonstrate capabilities to apply in great depth those theories, frameworks and models relevant to a specific marketing challenge or opportunity an organisation is confronted with.
  3. Present findings in a well researched, structured, and concisely written report, including comprehensive and appropriate referencing.

Contribution to graduate profile

This subject is designed to provide an opportunity to investigate a specific entrepreneurial activity related to marketing. It functions as a capstone subject within the suit of marketing subjects and it is expected that students will apply appropriate marketing theory learned in other prior subjects.

Teaching and learning strategies

Interactive orientation and review sessions will include workshop discussions, presenting progress and brief summaries of their project investigations. Web based information, communication and feedback will complement group meetings to discuss the content and progress of group work.

Content

  • Marketing research analysis
  • Marketing research planning
  • Marketing research decision-making
  • Marketing strategy
  • Marketing tactics
  • Marketing budgeting
  • Marketing budgeting implementation
  • Marketing budgeting auditing.

Assessment

Project Proposal (Individual)10%
Each student is to specify in a proposal a concise project. In this proposal, students detail how they plan to carry out the research project so that they can derive managerially meaningful recommendations. This proposal allows students to demonstrate that they have met objectives 1 and 2.
Final Project Report (Individual)70%
The research project requires the development of a managerially sound plan that addresses a marketing issue. This project allows students to demonstrate that they have met objectives 1-3.
Project Review Report (Individual)20%
In this review report students are required to present a critical appraisal of both the conclusions drawn in their final report [approximately 1/3] and the process by which they have derived these conclusions [approximately 2/3]. This report allows students to demonstrate that they have met objectives 1 and 2.

Recommended text(s)

As this is a research project no set text will be required.