24790 Business Project: Marketing
Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
UTS: Business: MarketingCredit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): ((24734 Marketing Management OR 24746 Marketing: Concepts and Applications)) AND 24710 Buyer Behaviour AND 24720 Marketing Research AND 24730 Marketing Strategy
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Handbook description
This subject is a simulated business consultancy project that allows students to investigate a specific business activity related to marketing, using a company of the student's choice. It covers many aspects of marketing, marketing strategy and specialist marketing subjects. Students are required to apply a range of marketing and non-marketing theories already covered in their degree.
Subject objectives/outcomes
Upon successful completion of this subject students should be able to:
- apply a broad range of marketing tools, frameworks and decision-making to real world issues and contexts.
- access and critically analyse relevant information for comprehensive marketing solutions.
- integrate multifunctional perspectives and frameworks to deliver comprehensive business solutions and progress organisational initiatives
- apply innovative problem solving and develop self-directed project planning and solution processes
- present effectively in an informal and formal manner the project plans and findings.
This subject also contributes specifically to the following Program Learning Objectives:
- be able to access and critically analyse relevant information for business decisions (PLO 1.1)
- apply innovative problem solving processes to address business issues (PLO 2.1)
- generate integrated solutions in decision-making (PLO 2.2)
- be able to convey information clearly and fluently, in high quality written form appropriate for their audience (PLO 3.1)
- demonstrate effective oral presentation skills for academic and professional audiences (PLO 3.2)
- apply technical skills necessary for professional practice (PLO 5.1)
- apply specialist skills in marketing management, marketing research or strategic marketing (PLO 5.2).
Contribution to course aims and graduate attributes
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 prior subjects to produce relevant, innovative, effective marketing solutions to current real world organsiational problems.
Teaching and learning strategies
Interactive orientation and review sessions will include workshop discussions and presentations of progress and brief summaries of project investigations. Web based information, communication and feedback will complement classroom activities.
Content
1. Marketing research planning and decision-making
2. Identifying and obtaining relevant information
3. Marketing budgeting
4. Data Analysis
5. Recommending action
6. Communicating findings
Assessment
Assessment Item 1: Project Proposal (Individual)
| Objective(s): | This addresses Subject Learning Objectives 1-5 |
| Weighting: | 10 |
| Length: | The proposal is to be no more than two pages plus a schedule |
Assessment Item 2: Project Report (Individual)
| Objective(s): | This addresses Subject Learning Objectives 1-5 |
| Weighting: | 70 |
| Length: | A minimum of 20 pages and a maximum of 25 pages, not counting appendices,executive summary, title page or contents. |
Assessment Item 3: Project Review Report (Individual)
| Objective(s): | This addresses Subject Learning Objectives 1-4 |
| Weighting: | 20 |
| Length: | Minimum of 3 pages and a maximum of 4 pages |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Guide to Writing Assignments, Faculty of Business, University of Technology, Sydney. This guide is available as a FREE download from
http://www.business.uts.edu.au/teaching/guide/guide.pdf
Alternatively, you may purchase a hard copy from the CoOp Bookshop.
eReadings (via the UTS Library website) helpful readings are provided on the 24790 Business Projects 'Subject Resources' page via the UTS Library website.
Other useful resources can be found on UTS ON-line
NOTE: There is no set text for this subject.
Recommended texts
Osterwalder, A and Pigneur, Y, (2010), Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, John Wiley and Sons, 288p.
Nick Lee and Ian Lings, (2008). Doing Business Research. A Guide to Theory and Practice. Sage Publications, London.
Zina O'Leary, (2005). Researching Real-World Problems: A Guide to Methods of Enquiry. Sage Publications, Thousand Oaks, CA.
Michael Jay Polonsky and David Waller, (2005). Designing and Managing a Research Project: A Business Students Guide. Sage Publications Inc, Thousand Oaks CA.
References
David Silverman (2010) Doing Qualitative Research 3rd ed. London: SAGE
Gordon C. Brunner 11 (2009) Marketing Scales Handbook ed 5., Carbondale, Illinois USA: GCBII Productions
Andrew Ehrenberg (1981) The Problem of NumeracyThe American Statistician 35(2) 67-71
Manfreda, K. L., Batagelj, Z. and Vehovar, V.(2002) Design of Web Survey Questionnaires: Three Basic Experiments. Journal of Computer-Mediated Communication 7(3)
Brooke Dobni, Dawn Dobni, George Luffman, (2001) Behavioral approaches to marketing strategy implementation, Marketing Intelligence & Planning, Vol. 19 Iss: 6, pp.400 - 408
Other resources
A selection of resources can be found on UTS On-line.
UTSOnline is a web-based learning tool. In Business Project UTSOnline is used for keeping up to date (via Announcements); accessing learning resources (via Subject Materials); and checking your grades (via Tools).
It is an expectation and responsibility to access this resource at least twice a week.
To log in to UTSOnline:
1. Visit http://online.uts.edu.au/
2. Type your user name (Your user name is your student number e.g. 12345678).
3. Type your password (Your password is the same as your e-mail password. You will need to activate your UTS e-mail account first.)
4. Click "Login"
