All students are required to work individually in order to collect relevant information and apply relevant theories to examine a current business situation of an organisation. Students must develop managerially sound marketing recommendations addressing the issues that are identified as comprising this business situation. You should be guided by the evaluation criteria set out below and the substantive learning objectives for this assessment element. This subject is designed to provide an opportunity for students to investigate a specific business activity related to marketing. The project might cover aspects such as the marketing strategy of a business unit, the effectiveness of a firm’s branding efforts, the validity of an organisations segmentation approach, or how a particular business is embracing electronic marketing as part of its overall business strategy. There is a wide range of topics that can be approached in this subject. As the capstone course for the Master’s in Marketing program, students are expected to develop a marketing project report for a firm. To do so, students are expected to collect and analyse qualitative data, primary and secondary data, apply appropriate marketing theory and other theory learned in prior subjects, and interpret research findings to enable strategic recommendations.
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