24100 Applied Project in Marketing (Capstone)

Warning: The information on this page is indicative. The subject outline for a particular session, 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.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Undergraduate

Result type: Grade and marks

Requisite(s): (24202 Consumer Behaviour AND 24309 Marketing Research AND 24415 Marketing Planning and Strategy AND (30 credit points of completed study in spk(s): MAJ08441 Marketing Major BBus OR 30 credit points of completed study in spk(s): MAJ08063 Extended Marketing major BBus))
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Description

This subject covers the integration of marketing principles and applies them to the development of a project for a real client's marketing problem. It further develops an understanding of the overall process of marketing planning, implementation and control in the contemporary business environment. It also develops a basic understanding of marketing information systems; market research and marketing ethics; market segmentation; buyer behaviour; product development; and the development of product, distribution, promotion and pricing strategies for both goods and services.

Subject learning objectives (SLOs)

1.	explain relevant marketing theory and practice, using frameworks and models in relation to a selected business context
2.	apply marketing knowledge to a specific marketing challenge or opportunity that an organisation is confronted with
3.	critically discuss implications and make recommendations for managerial action in relation to a selected business context
4.	present findings in a well researched, structured and concisely written report.

Course intended learning outcomes (CILOs)

This subject also contributes specifically to the following program learning objectives:

• Apply evidence, creativity and critical reasoning to solve business problems (1.1)
• Make judgements and business decisions consistent with the principles of social responsibility and inclusion (3.1)
• Apply technical and professional skills to operate effectively in business (4.1)

Contribution to the development of graduate attributes

This is a capstone subject for undergraduate marketing students. Students complete an applied marketing project, integrating and utilising the skills and knowledge acquired in their previous marketing subjects. This subject develops skills linked to the Faculty's graduate attribute that looks at developing critical creative and analytical thinking. This is achieved through analysing a company’s marketing problem and creating several possible scenarios to recommend to the client for future action. In addition, it provides students with an opportunity to develop project management skills. The subject is designed to teach the practicalities of research.

This subject contributes to the development of the following graduate attributes:

• Intellectual rigour and innovative problem solving
• Social responsibility and cultural awareness
• Professional and technical competence

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and tutorial sessions. The lectures provide the structure of the topic area, discussion of the theory and practical examples. The tutorials are built around project work requirements and provide an opportunity to discuss ideas, issues and make practical application of the theory, as well as encouraging students to think in a creative manner to solve real world problems, using learning from other core subjects. This will take the form of both individual and group discussion, where students will lead the discussions of the relevant topic with each other and their tutor. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS Learning Management System will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spread sheets and word processors to complete assigned tasks. All students will be provided with the opportunity for initial feedback on their performance in the subject during the first four weeks of the semester. Further feedback will be provided in relation to submitted assessment tasks.

Content (topics)

• Project planning and management
• Research design
• Conceptual frameworks
• Identifying sources of relevant information
• Data analysis
• Developing recommendations
• Implications for decision-making
• Communicating findings

Assessment

Assessment task 1: Project Proposal (Group)

Objective(s):	This addresses subject learning objective(s): 1, 2 and 4
Weight:	15%
Length:	Size of report 3-5 pages maximum

Assessment task 2: Project Report (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4 This addresses program learning objectives(s): 1.1 and 4.1
Weight:	60%
Length:	Section 2A (Situation Analysis) 10 - 15 pages max excluding appendices. Section 2B (Strategic Report) 10 - 15 pages max excluding appendices.

Assessment task 3: Project Review (Individual)

Objective(s):	This addresses subject learning objective(s): 3 and 4 This addresses program learning objectives(s): 3.1
Weight:	25%
Length:	Required length 4 - 6 pages maximum

Minimum requirements

Students must achieve at least 50% of the subject's total marks.

Required texts

No required text. You will be provided with selected readings and lecture slides.

Recommended texts

The subject is a capstone subject and thereby it is expected students will draw on their knowledge of marketing from their studies in previous semesters. This includes any materials from lectures, tutorials, journals or texts. Students are expected to demonstrate their applied, theoretical and practical knowledge via their assessments and, in this regard, supporting texts are useful when utilised by students correctly to support their arguments, strategies and/or recommendations.

A variety of texts are on the market or in libraries to help with you preparing your project. Here are just a few to give you some inspiration:

Polonsky, M.J. and Waller, D.S. (2018), Designing and Managing a Research Project: A Business Student's Guide, 4th Edition, Sage Publications, ISBN: 978-1-5443-1646-8

Lee, N.R. and Kotler, P. (2020), Social Marketing: Influencing Behaviors for Good, 6th edition, Sage Publications, ISBN:978-1544351490

French, J., Merritt, R. and Reynolds, R. (2011), Social Marketing Case Book, Sage Publications, ISBN978-0-85702-543-2

McDonald, M & Wilson, H. (2011). Marketing Plans: How to Prepare Them, How to Use Them, 7th Edition, ISBN: 978-0-470-67012-5.

Other resources

UTS Canvas is a web-based learning tool. In Applied Project in Marketing, UTS Canvas is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Subject Documents); and checking your grades (via Tools). It is an expectation and responsibility to access this resource at least once a week.

To log in to UTS Canvas:

1. Visit https://canvas.uts.edu.au/
2. Type your username (your username is your student number, e.g. 12345678)
3. Type your password (your password is the same as your email password. You will need to activate your UTS email account first)
4. Click 'Login'