24790 Business Project: Marketing (Capstone)
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Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): (24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour AND (24720 Applied Marketing Research OR 24761 Data-Driven Insights) AND (48 credit points of completed study in spk(s): C04067 Master of Marketing OR 24 credit points of completed study in spk(s): MAJ08987 36cp Marketing Major MBA OR 48 credit points of completed study in spk(s): C04382 Ver 1 Master of Marketing OR 48 credit points of completed study in spk(s): C04383 Ver 1 Master of Marketing (Extension) OR 48 credit points of completed study in spk(s): C04382 Ver 2 Master of Marketing OR 48 credit points of completed study in spk(s): C04383 Ver 2 Master of Marketing (Extension))) OR (24730c Marketing Strategy and Leadership AND 24736 Marketing Communications AND 24752 Brand Management AND (48 credit points of completed study in spk(s): C04382 Ver 3 Master of Marketing OR 72 credit points of completed study in spk(s): C04383 Ver 3 Master of Marketing (Extension))
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
Anti-requisite(s): 240790 Business Project: Digital Marketing
Description
This subject is a business consultancy project, where students are immersed into real-world marketing challenges and opportunities. This experiential learning opportunity involves in-depth investigation of specific marketing issues or opportunities, presented by a client company. The project spans a wide spectrum of marketing topics, including marketing strategy and specialised marketing subjects.
Throughout this endeavour, students are tasked with applying a diverse array of theories, drawing from their marketing studies, and professional or personal experience.
Subject learning objectives (SLOs)
| 1. | Apply a wide array of marketing tools, frameworks, and decision-making approaches to address real-world challenges and situations |
|---|---|
| 2. | Critically analyse pertinent information to formulate comprehensive marketing solutions |
| 3. | Integrate multifaceted perspectives and frameworks to develop comprehensive business solutions and advance organisational goals |
| 4. | Apply innovative problem-solving skills and foster self-directed project planning and solution development |
| 5. | Effectively communicate complex marketing ideas, decisions and strategies in a form appropriate to the audience |
Course intended learning outcomes (CILOs)
This subject also contributes specifically to the following program learning objectives:
- Effectively communicate complex marketing ideas, decisions and strategies in a form appropriate to the audience. (2.1)
- Integrate expert professional and technical skills within specialised marketing practice. (4.1)
Contribution to the development of graduate attributes
The subject is designed to be a practical and hands-on subject in marketing that serves as a capstone within a set of marketing subjects. In this subject, students are expected to delve into a specific entrepreneurial activity related to marketing and apply marketing theory to research and develop effective solutions to real-world company problems or opportunities. This approach aligns with the broader goals of developing certain graduate attributes, which are important in preparing students for their careers in marketing and business. This subject plays a vital role in fostering the enhancement of the following graduate attribute(s):
- Communication and Collaboration
- Professional & Technical Competence
Teaching and learning strategies
Objective: The primary objective of this subject is to support students in completing a consulting project. The project's purpose is to address real marketing problems or opportunities faced by the selected company client.
Subject Structure: The subject features a dynamic and interactive structure with lectures and workshops. Lectures provide the theoretical foundation for understanding business projects, encompassing project management, conceptual frameworks, and business plans.
Preparation: Before attending lectures, students are expected to conduct research related to the live consulting project. Given its capstone status in a Master's degree program, students are encouraged to leverage their accumulated knowledge from previous subjects.
Assessments: Subject assessments are linked to the continuous consulting project, where students work on solving marketing issues for a real client. Lectures and workshops are instrumental in guiding students through this process.
Workshops: Workshops serve as a platform for students to engage in discussions, enabling them to address current issues related to the live consulting project. The aim is to refine project focus according to assessment guidelines.
Learning Management System (LMS): The LMS is used to provide web-based information, communication, and feedback. It complements classroom activities and fosters collaboration and skill development. It includes various materials such as presentations, readings, videos, and more.
Language and Communication Skills: The subject also focuses on developing academic and professional language and communication skills. A milestone assessment task and poster presentation evaluate subject-specific learning objectives and English language proficiency.
In summary, this subject strongly emphasizes practical application, research, and problem-solving within a real-world business context. It aims to cultivate students' communication skills and encourages the integration of knowledge from their prior coursework. The primary focus is on a consulting project, with support provided through lectures, workshops, and online resources.
An aim of this subject is to help you develop academic and professional language and communication skills to succeed at university and in the workplace. During the course of this subject, you will complete a milestone assessment task that will, in addition to assessing your subject-specific learning objectives, assess your English language proficiency.
Content (topics)
1. Consulting skills
2. Project management
3. Data driven customer insights
4. Internal Analysis
5. Environmental analysis
6. Identifying brand opportunities
7. Making recommendations
8. Communicating finding
Assessment
Assessment task 1: Project Proposal (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3, 4 and 5 |
|---|---|
| Weight: | 10% |
| Length: | 800 words excluding references |
| Criteria: |
|
Assessment task 2: Situational analysis (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 4 and 5 |
|---|---|
| Weight: | 15% |
| Length: | 1000 words excluding references |
| Criteria: |
|
Assessment task 3: Strategic Report and Poster Presentation (Individual)*
| Intent: | Part A (45%): Strategic Report (Individual) |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3, 4 and 5 This addresses program learning objectives(s): 2.1 and 4.1 |
| Weight: | 75% |
| Criteria: | Assessment Criteria (Part A)
*Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Guide to Writing Assignments, UTS Business School, University of Technology, Sydney. This guide is available as a FREE download from
Other useful resources can be found on Canvas
NOTE: There is no set text for this subject.
Recommended texts
Polonsky M J, Waller D, (2015). Designing and Managing a Research Project: A Business Students Guide. 3rd ed.Sage Publications Inc, Thousand Oaks CA.
Lee N, Lings I, (2008). Doing Business Research. A Guide to Theory and Practice. Sage Publications, London.
Osterwalder A, Pigneur Y, (2010), Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, John Wiley and Sons.
O'Leary Z, (2012). Researching Real-World Problems: A Guide to Methods of Enquiry. Sage Publications, Thousand Oaks, CA.
References
Blakeman, R. (2014) Integrated Marketing Communication: Creative Strategy from Idea to IMplementation. USA:Rowman and Littlefield
Brace, I. (2013) Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective market Research. 3rd ed. London: Kogan Page Ltd.
Brunner G, (2009) Marketing Scales Handbook ed 5., Carbondale, Illinois USA: GCBII Productions
Cox, E. & Housden, M (2009). CIM: Project Mannagement in Marketing. CIM: Cookham, UK.
Ehrenberg A, (1981) The Problem of Numeracy, The American Statistician
Dobni B, Dobni D, Luffman G, (2001) Behavioural approaches to marketing strategy implementation, Marketing Intelligence & Planning
Manfreda K L, Batagelj Z and Vehovar V, (2002) Design of Web Survey Questionnaires: Three Basic Experiments. Journal of Computer-Mediated Communication
Salkind, N. (2014) Statistics for People Who (Think They) Hate Statistics. London:SAGE
Silverman, D, (2013) Qualitative Research: a Practical Handbook. 3rd ed. London: SAGE
Other resources
A selection of resources, including video links, readings and links to other resources can be found on Canvas.