This capstone unit bridges the gap between theory and practice by integrating knowledge and consolidating key skills developed across the Marketing major. It aims to provide students with practical experience in identifying, analysing, and solving contemporary marketing problems. Much of this unit is dedicated to a problem-based/experiential approach to learning. Students ensure their career-readiness by demonstrating their ability to apply concepts, theories, frameworks, methodologies, and skills to authentic problems and challenges faced in the field of marketing.
1 x 1.5 hr lecture and 1 x 1.5 hr tutorial per week
individual assignment (30%), group assignment (30%), final exam (40%)
This unit should only be undertaken by students in their final semester of the Marketing major.
Students are assumed to understand the key principles of marketing knowledge gained from the core units of the major and be able to apply them in various marketing contexts.
Students commencing from 2018: completion of at least 120 credit points including MKTG1001, MKTG1002, MKTG2112 and MKTG2113. Pre-2018 continuing students: completion of at least 120 credit points including MKTG1001, MKTG2112, MKTG2113