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Unit of study_

MKTG6600: Marketing Capstone

This unit serves as the capstone for the Marketing Specialisation, consolidating and appraising specialist learning through project work for which students are systematically prepared across sessions. Building on prior learning from the Marketing Specialisation and across the Master of Commerce, students critically engage with strategic marketing tools, concepts and frameworks to analyse real world marketing problems and systematically create marketing strategies in the context of social media where relevant. Students work collaboratively in culturally diverse teams to formulate a well justified strategic marketing plan in response to a real-life marketing problem faced by an organization that is sensitive to social, ethical and environmental issues. This unit, provides students opportunities to demonstrate their career-readiness by tackling challenging practical marketing problems..

Code MKTG6600
Academic unit Marketing
Credit points 6
Completion of 18 credit points of units towards the Marketing specialisation (including MKTG5001)
Completion of 6 credit points towards the Marketing specialisation

At the completion of this unit, you should be able to:

  • LO1. Critically engage with core strategic marketing tool, concepts and theoretical and analytical frameworks to analyse and solve complex business challenges
  • LO2. Communicate effectively and professionally to diverse audiences including peers, industry practitioners and/or stakeholders using a range of verbal, written and visual communication and presentation modes
  • LO3. Analyse real marketing problems and develop innovative marketing strategies focusing on diverse stakeholders such as customers, suppliers, employees, the community and the society
  • LO4. Develop skills to communicate evidence-based arguments and critically evaluate peers, researchers, industry practitioners and policy-makers' point of view
  • LO5. Effectively collaborate in culturally diverse peer groups to construct new ideas and create new strategic marketing opportunities utilising innovative marketing strategies
  • LO6. Practice self-awareness and awareness of others, presentation skills, teamworking, individual accountability in presenting oral, written and visual marketing reports
  • LO7. Demonstrate environmental, ethical and social responsibility awareness in formulating and implementing marketing strategies