||This is the first of two units which comprise the final project for the Master of Marketing. The international project provides an opportunity for students to work in a team over an extended period of time and use learning gained during the course in a real life case with an international dimension.
During this first unit, each team identifies and approaches an existing company interested in exploring marketing opportunities in a specified country. Students visit this country in the second part of the project (MKTG6212). The project can focus on a market analysis, developing a market entry strategy, or developing a communication or distribution strategy etc.
In this unit, students scope a project, draft a project plan and present this plan to the client. The project proposal includes a set of goals to achieve or data to be gathered when visiting the country of destination in the following semester.
Student-teams work on their project with the support and guidance of a professional mentor. Throughout the unit the teams are expected to attend workshops on project scoping, project design and consulting skills. Teams are assessed on quality of problem identification (or challenges), analysis, creativity and relevance of the research proposal, client management skills and persuasiveness of presentation. Individual contribution is assessed by peer evaluation and individual participation in the group presentation.