1.1 A Reminder: Subject Objectives
On successful completion of this subject, students should be able to:
1. Demonstrate an understanding of marketing theory, frameworks, and models in relation to a selected business context;
2. Demonstrate capabilities to apply in great depth those theories, frameworks, and models relevant to a specific marketing challenge or opportunity an organisation is confronted with; and
3. Present findings in a well researched, structured, and concisely written report, including comprehensive and appropriate referencing.
1.2 Assessment Overview
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.
In any case students are expected to undertake appropriate research that includes data collection and data analysis, apply appropriate marketing theory and other theory learned in prior subjects, to interpret research findings and make strategic recommendations for a specific organisation of the student’s choosing.
In order to fully justify the recommendations that you make, you will be required to:
1. Explain the data (primary and/or secondary) that you have used to develop your assessment of the current business/market/environmental situation and justify the collection techniques for, analysis of, and limitations of these data.
2. Discuss the theories that support your project, and their relationship with the data that you have collected. You must also critique their applicability to the business situation under examination and explain how they help you to make business decisions.
3. Develop managerially relevant recommendations that clearly relate to your assessment of the current situation, the theories that you have chosen to apply, and the data that you have collected and analysed.
NOTE: This project is an academic assessment and is assessed using strict criteria outlined in this document, in the 24790 Subject Outline, and/or on UTSOnline. Organisations typically do not require discussions of the merits, strengths, and weaknesses of the theories/data collection techniques that have been applied. However, such a discussion is ESSENTIAL in your report and key to meeting the academic requirements set out for you. You may not use data collected for a previous assessment.
2. Project Proposal (10% of Overall Subject Mark)
2.1 What do we have to do?
Each student must submit a
Project Proposal
(max. 2 pages plus a schedule) that specifies a concise project that addresses a marketing issue relevant to an organisation of their choice. Students are required to provide clear and concise information about how they intend to tackle the project. Students must consider how they will approach the research (use of theories, data collection and analysis techniques, etc.). They must also consider how to derive managerially meaningful recommendations from their research.
It is essential that you are confident that you will have access to the data that you need
Students must be confident that they will have sufficient access to the data that they need to complete the proposed project. For example, students must not propose to interview chief executives, senior managers, supervisors, or employees of any organisations if they are: a) not confident that they can actually do this, and b) if they do not yet have permission from those whom they intend to source information.
2.2 Specific Requirements for the ‘Project Proposal’
‘Project Proposals’ must not exceed two pages plus a schedule and any references. The first two pages should outline the proposed project (in line with the requirements set out below). The schedule on a separate page should provide an overview of how the student intends to execute the project over the semester (e.g. specific tasks and milestones using a Gantt chart or similar schematic). In addition, students must provide any references to which they refer (references are not included in the 2 page word limit). Details regarding the requirements for the ‘Project Proposal’ are set out below:
A. Pages 1 and 2
1. Introduction to the research problem. What is the nature of problem? What is the scope of the problem? Why do you think the research problem is interesting and important?
2. Proposed methods by which the problem will be researched. What theories are applicable to this research problem? Why are they applicable? What kind of data do these theories require that you collect? What techniques will you use to analyse the data?
3. The benefits to the organisation. If your project is being sponsored (and even if it is not), what will the organisation gain from the research that you propose to undertake?
Separate pages
4. Schedule. How do you intend to tackle this project in the time that you have? What are the tasks that need to be completed and when do they need to be completed by?
B. References
Note that references do not count towards the page limit.
NOTE: A template for the ‘Project Proposal’ is provided on UTSOnline.
2.3 Requirements for the ‘Project Proposal’ Submission(s)
Project Proposals
must be submitted electronically
via UTSOnline
(turnitin) to the Subject Coordinator. The deadline is April 5th by 9pm. Electronic submissions of ‘Project Proposals’ will NOT be accepted via email.
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