This is the first of two units which comprise the final project for the Master of Marketing. This consulting project provides an opportunity for students to use learning gained during the course in a real life case. A successful project applies analytical tools, research design, strategic thinking and project management skills to a real marketing issue. Students 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 work individually on their project with the support and guidance of a professional mentor. The unit starts with plenary sessions that introduce project scoping, project design and consulting skills. Students scope and design their project and deliver a project proposal that is approved by the client. In this first part of their project, students are assessed on quality of problem identification, analysis, creativity and relevance of the research proposal, client management skills and persuasive presentation.
Structured supervision and 2 seminar days
project proposal (40%), marketing audit (40%), client presentation (20%)
This unit is only available to students enrolled in the Master of Marketing.