Instructors: (1)  Pennie Frow - pennie.frow@sydney.edu.au
 
Contacts: (1)  Pennie Frow - pennie.frow@sydney.edu.au

Prerequisites:

1. Assumed Knowledge: - 

   General business knowledge and an introduction to marketing

Description

This is a capstone unit, providing an opportunity for students to use learning gained during the course. The project requires application of analytical tools and project management skills to a marketing issue within an Australian company chosen by the student. The unit will include sessions that introduce project management and consulting skills - critical when designing and selling marketing projects within an organisation. One to one supervisory sessions will provide guidance on the project during the session. Students will design their own project and conduct independent research in a company that offers an interesting marketing issue. Examples of topics include: product development and launch; developing a new marketing strategy; entering a new market segment or implementing a new marketing initiative such as CRM. The deliverable will be a report of up to 20,000 words, along with a presentation to the client organisation and the student’s supervisor. Students will be assessed on problem identification, analysis, creative and actionable solutions, client management skills and persuasive presentation.This unit is only available to students enrolled in the Master of Marketing.

Assessment

1 x 2000 word paper, 1 x 1000 word paper.

Timetable

Start Date: 04 Jul 2012     End Date: 21 Jul 2012

Intensive study

Class times: (8 hours x 2) on 4 July and 21 July, with structured supervision by appointment with supervisor: pennie.frow@sydney.edu.au

Venues

Pls email pennie.frow@sydney.edu.au or k.watt@econ.usyd.edu.au for MKTG6209 winter session meeting details. Easter Avenue Seminar room 121/115

Texts

No specific readings will be assigned relating to individual student projects.