Marketing Consulting Project (Part 1) (MKTG6209)


This is the first unit of the Master of Marketing's two-unit final project; it should be followed by MKTG6210, Marketing Consulting Project (Part 1) the capstone unit for the degree. This final project provides an opportunity for students to use learning gained during the course in a real life case. A successful project will apply analytical tools, research design, strategic thinking and project management skills to a real marketing issue. Students will identify and approach a company and topic of their own choice. Examples of topics include: (new) product development and launch; developing a marketing strategy for geographic extension; entering a new market segment; or implementing a new marketing initiative such as CRM. Students will work individually on their project with the support and guidance of a professional mentor. The unit will start with plenary sessions that introduce project scoping, project design and consulting skills. During their work on this unit, students will scope and design their project and deliver a project proposal that is approved by the client. In this first part of their project, students will be assessed on quality of problem identification, analysis, creativity and relevance of the research proposal, client management skills and persuasive presentation.

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Structured supervision and 2 seminar days


project proposal (40%), in-class participation (20%), and project plan (40%)

Faculty/department permission required?


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