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Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

DONALD W. MAINE

SCHOOL OF BUSINESS

Sneden MBA Program

CAPS 799

MBA Capstone Experience

Guidebook Revised October 2011

(Including Intent Form and Sample Intent Narrative)

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

About This Guidebook…

Dear Graduate Student,

Your MBA program will culminate with the completion of the Capstone Experience course

(CAPS799), which is taken during your last seven-week session. The course is designed to

provide an opportunity for you to apply and integrate the knowledge and skills that were gained

during the entire MBA program. Therefore, the Capstone topic must be related to business and

encompass material that was covered in the MBA curriculum.

The purpose of this guidebook is to explain details of the CAPS799 research project. During the

past year, the MBA staff has spent considerable time reviewing the capstone course. It was

determined that the Capstone course would continue as a research project, this is because the

research project provides the best option for students to merge their learning with real world

experience.

An understanding of the research project is very important because some preliminary work is to

be completed while enrolled in other MBA courses. An official Intent form and narrative must

be received and approved at least six weeks before enrolling in the course. The purpose of the

Intent form is to describe the nature of your research project.

We welcome any comments that would be helpful for the update of this guidebook. If we have

not answered all your questions, The Sneden MBA Program staff is eager to assist you. Feel free

to call or e-mail us.

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

FAQ About the Capstone Experience Course

Q: What is the Capstone Experience?

A: The culminating experience in the MBA Program at Davenport University is the

Capstone Experience course. It involves completing a research project. The Capstone

course is taken during your final session at DU. Planning for it takes place well before

the student’s last session.

Q: What is the purpose of the Capstone Experience?

A: The purpose of this course is to integrate the knowledge, skills, and abilities gained from

several courses in the MBA program.

Q: Can I choose any topic for my project?

A: The Capstone project topic must be related to business and encompass material that

was covered in the MBA curriculum.

Q: Who should I contact for more information about the course?

A: Your advisor can provide basic information. Questions regarding the academic content

of the course should be directed to staff listed in this guidebook.

Q: Can I take the Capstone course prior to finishing the rest of my course

requirements?

A: The Capstone Experience can be taken only as the last course in the graduate program.

Although one course may be taken concurrently with the Capstone, such action is not

recommended. A grade of “B” or better in the class is required for graduation. The

Capstone Experience can be repeated only once.

Q: Is it too early to begin to discuss my Capstone project ideas?

A: It is never too early to discuss the Capstone. The sooner you begin to formulate ideas,

the better prepared you will be before enrolling in the course. The required paperwork

can be submitted in the semester prior to enrolling in the capstone session.

Q: When does my Capstone project become “official?”

A: After you complete a Capstone Intent Form (attached) and a narrative which describes

your project, secured approval from the faculty member who will facilitate the course,

and scheduled for the class with your career and education advisor (CEA), you may begin

preliminary work that involves published sources. The project must be approved at least

six weeks before the session begins. The Intent Form is not a contract, so if you wish to

change your project, you may do so with another Intent Form and narrative.

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

Q: Are there assignments that will be considered in grading besides the project?

A: Yes. These will be explained in your professor’s syllabus.

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

Capstone Project Details

Research Methods

The project is to involve an investigation of a current issue, trend, problem, or opportunity for a

department, company, or industry. It will entail extensive research of published sources

(secondary information) and may include gathering primary data, as well. Primary data could be

gathered through focus groups, in-depth interviews, or a telephone or mail survey, however, this

may present two major challenges. First, the student must become thoroughly knowledgeable in

the use of the method through independent study. Second, desired survey respondents may not

be available. Design of a primary research study must be approved by the faculty member

before class begins. This includes sample selection, questionnaire design, and methods of

analysis.

If your proposed project will contain content from a paper that was written for another class, it

must involve extensive additional research or it will be considered plagiarism. Plagiarism is

grounds for dismissal from the University.

Examples of projects may be available for review at your local Davenport LInC.

Please note: Certain assignments may require students to assess the marketing or business strategies of

real-world organizations. Because companies (including Davenport University) generally hold such

strategic information confidential, students should be challenged to use secondary research and

analytical reasoning to draw conclusions about strategic direction. Only public information will be

readily available to students, and they should learn to derive meaning from that information.

Written Report

Below is a brief outline of the report. APA style is to be used.

1. Title Page 2. Abstract or Executive Summary 3. Body of the Paper

 Introduction

 Literature Review

 (If primary research is conducted) Method Used to Gather Information

Results

 Conclusions or Recommendations 4. References 5. Appendices 6. Copy of PowerPoint presentation slides (hardcopy with 6 slides per page)

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

Oral Presentation

Students deliver an oral presentation of their findings during the final session of the course using

PowerPoint slides. PowerPoint slides (6 slides per page) are to be included in the written report.

Evaluation of the Project

The written report and oral presentation are evaluated based on the attributes below. Students

should use this as a checklist for self-evaluation.

Assessment of Written Assignments

A Paper (Exemplary):

1. Complies fully with the assignment. Information clearly and effectively supports a central purpose or thesis and displays a thoughtful, in-depth analysis of a sufficiently limited topic. The reader gains insights.

2. Is directed towards and meets the needs of a defined audience (is persuasive or

argumentative).

3. Begins, flows, and ends effectively. The introduction, body and conclusion of the paper are sound.

4. Provides compelling supporting arguments, evidence, examples and details. The

use of supporting detail is embedded in a context of discussion.

5. Is well-organized and unified with ideas and sentences that relate to the main topic. The ideas are arranged logically to support the thesis.

6. Uses appropriate, direct language: the writing is compelling; the sentences are

well-phrased and varied in length and structure. Paragraphs are well-structured, use of headings is excellent, and the paper shows strong organization.

7. Correctly acknowledges and documents sources in APA style (e.g., in-text

citations, works cited pages, etc.). 8. Is free of errors in grammar, punctuation, word choice, spelling, and format.

9. Maintains a level of excellence throughout, and shows originality and creativity in

realizing 1-6.

B Paper (Proficient):

1. Complies in a competent manner with the assignment. Information provides firm support for a central purpose or thesis, and displays evidence of a basic analysis of a sufficiently limited topic. The paper demonstrates overall competency. It shows some originality, creativity, and/or genuine engagement with issues at hand.

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

2. Is directed towards and meets the needs of a defined audience (is persuasive,

argumentative or informational). 3. Begins, flows, and ends effectively. The introduction, body and conclusion of the

paper are adequate.

4. Provides adequate supporting arguments, evidence, examples and details. The use of supporting detail is embedded in a context of discussion.

5. Is well-organized and unified with sentences that relate to the main topic. The

ideas are arranged logically to support the thesis. Paragraphs are well- structured, use of headings is good, and the paper shows general organization and flow.

6. Is comprised of well-phrased sentences which are varied in length and structure.

There are occasional violations in the writing, but they don’t present a major distraction or obscure the meaning.

7. Correctly acknowledges and documents sources in APA style (e.g., in-text

citations, works cited pages, etc.).

8. Contains minimal errors in grammar, punctuation, word choice, spelling, and format.

C Paper (Marginal):

1. Complies adequately with the assignment. Information supports the thesis at

times. Analysis is basic or general. The purpose is not always clear. The paper completes (rather than engages in) the assignment.

2. Presents an unclear (either persuasive or argumentative) rhetorical position.

3. Has partial or inadequate introduction and conclusion.

4. Does not provide adequate supporting arguments, evidence, examples and/or

details.

5. Is not arranged logically. Ideas fail to make sense and are not expressed clearly. The reader can figure out what the writer probably intends, but may not be motivated to do so.

6. Contains some awkwardly constructed sentences which present an occasional

distraction for the reader. Paragraphs are unstructured, headings are missing, and general organization and flow is lacking.

7. Incorrectly or partially acknowledges and documents sources in APA style (e.g.,

in-text citations, works cited pages, etc.). Although occasional references are

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

provided, the writer relies on unsubstantiated statements. The reader is confused about the source of ideas.

8. Contains numerous errors in grammar, punctuation, word choice, spelling, and

format, which is distracting to the reader.

F Paper (Unacceptable):

1. Does not adequately comply with the assignment. The paper does not successfully identify the thesis. Analysis is vague or not evident.

2. Has no rhetorical position.

3. Has an inadequate introduction and conclusion.

4. Does not provide adequate supporting arguments, evidence, examples and/or

details. Paragraphs may “string together” quotations without a context of discussion.

5. Is not arranged logically. Frequently, ideas fail to make sense and are not

expressed clearly. The reader cannot identify a line of reasoning.

6. Contains frequent errors in sentence structure, which present a major distraction to the reader. Paragraphs are unstructured, headings are missing, and the paper lacks general organization and flow.

7. Incorrectly or partially acknowledges and documents sources in APA style (e.g.,

in-text citations, works cited pages, etc.). Although occasional references are provided, the writer relies on unsubstantiated statements. The reader is confused about the source of ideas.

8. Contains numerous errors in grammar, punctuation, word choice, spelling, and

format, which obscure the meaning of the passage. The reader is confused and stops reading.

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

Assessment of Verbal Presentation Student Name __________________

Score Criteria

100% - 90% Clear, succinct and complete. Concepts described fully and communicated effectively. Strong preparation. Held audience attention. Visually acceptable. Showed ability to persuade audience. Strong organization and flow. Presented in a rational, logical order— used and followed an agenda. Provided appropriate solutions for defined problems. No spelling or grammatical errors. Excellent incorporation of sources and references into presentation. Met time requirements for presentation. Fielded audience questions very effectively.

89% - 80% Mostly clear, succinct and complete. Concepts described and communicated fairly well. Adequate preparation. Held audience attention. Visually acceptable. Showed ability to persuade audience. Good organization and flow. Presented in a rational, logical order— used and followed an agenda. Provided adequate solutions for defined problems. Very few spelling or grammatical errors. Good incorporation of sources and references into presentation. Met time requirements for presentation. Fielded audience questions well.

79% - 70% Information presented not always clear or succinct. Concepts not described fully or communicated effectively. Did not hold audience attention. Weak preparation. Lacked ability to persuade audience. Weak organization and flow. Many spelling or grammatical errors. Sources and references not always used or cited properly in presentation. Did not meet time requirements for presentation. Did not respond effectively to audience questions.

69% - 60% Information presented not clear or succinct. Concepts not described or communicated effectively. Did not hold audience attention. Weak preparation. Lacked ability to persuade audience. Weak organization and flow. Unacceptable number of spelling or grammatical errors. Sources and references not cited properly or used at all in presentation. Did not meet time requirements for presentation. Did not respond adequately to audience questions.

Comments: _______________________________________________________________________

__________________________________________________________________________

_________________________________________________________________

_______________________________________________________________________

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

_______________________________________________________________________

_______________________________________________________________________ Grade: _________

Final Grade

The lowest passing grade in this course is “B.” All course requirements must be submitted on or

before the last day of the session. An Incomplete (“I”) grade is only submitted in extreme

circumstances. Please refer to the Graduate Catalog for the policy on Incompletes. Students who

do not pass the course may repeat it once with a different topic.

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

Getting Started

Below is the process to get started with the course:

Step 1: Schedule for the class

Students may schedule for the course at any time, however, they are wait-listed

until their projects are approved. It is the student’s responsibility to secure

approval of the project from the professor. Contact your CEA or the appropriate

staff member below to find out who will be facilitating the class in which you are

enrolled.

Step 2: Submit and secure approval of the Intent Form and project narrative

Early during the session preceding the one in which students intend to begin the

course, they must complete the Intent Form (attached) and a narrative that

describes the project. A sample of a narrative is provided later in this guidebook.

It is essential that students receive approval by the Capstone faculty member six

weeks prior to the beginning of the course so that there is time to finish the project

while enrolled.

Step 3: Gather and study information for the project

As soon as the Intent Form and narrative are approved, begin gathering published

information for the project. This would include securing books and articles about

your topic, reading them, and noting relevant information. If the project involves

focus groups, interviews, or a survey, do not begin this phase until you secure

approval of the research design from the professor.

Contact Information

The Capstone Intent Form and narrative are to be submitted to the professor who will be

facilitating the course. Attached is the form. Submit the completed form and narrative to the

appropriate Davenport staff member below.

Grand Rapids Jim Gort [email protected]

Kalamazoo Todd Terry [email protected]

Lansing Lesley Gale [email protected]

Livonia Mike Kolacz [email protected]

Online Jennifer Byron [email protected]

Saginaw Lesley Gale [email protected]

Traverse City Jim Gort [email protected]

Warren Mike Kolacz [email protected]

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

CAPS 799 CAPSTONE RESEARCH PROJECT

INTENT FORM

SNEDEN MBA PROGRAM

Students are expected to describe in writing their Capstone research project. Please complete the form below and provide a

narrative which describes your project. A sample narrative follows. All students must secure approval from the professor who

will facilitate the Capstone course at least six weeks before the course begins.

Student Name: ____________________________________ Student I.D.# _________________________________

Address: _____________________________________________________________________________________________

City State Zip

Phone Numbers: (Home) (Work) (Cell) _______________________________

Fax # ___________________________________ E-Mail_____________________________________________________

Campus location _____________________ ____ Student Advisor_______________________________________________

MBA Concentration:

□Accounting □Finance □Health Care Management

□ Human Resources Management □ Strategic Management □Professional Accountancy (BBA/MBA)

□ Strategic Human Resources Management (BBA/MBA) □Honors Professional Accountancy (BBA/MBA)

Expected session of your Capstone class enrollment:

Year _______ Session _______ Online or in-seat section ___________________________

Office use only

□ The above student’s Capstone Intent was reviewed and approved.

MBA Representative Signature Date

□ The above student’s Capstone Intent was reviewed and must be revised. The student should see attached comments.

MBA Representative Signature Date

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

Capstone Intent Form Page 2

I have read the Capstone Experience Guidebook which describes the nature of the project.

Please attach a three- to five-page (double-space) narrative to the Intent Form that describes

the information below. Include your name, professor’s name, and date on the attachment. A

sample of a narrative is attached.

1. What is a proposed title of your project? Describe the project you have in mind. What question(s) will be answered by your research? (List and state them as questions. For

example, “How can a college or university effectively use celebrities, who interact with

students in a campus academic setting, to promote the college or university?”)

2. Why are you interested in pursuing this project? How will it benefit you? 3. How will the project benefit the field, your company, and/or another firm? 4. How will you gather information? Does it involve only extensive research from published

sources? Does is also involve collecting primary data through focus groups, in-depth

interviews, and/or a survey? If so, which research method will be used? How many

people will be surveyed? Why will this method accomplish the research objectives?

5. What skills, knowledge, or classes are important for you to master in order to complete this project?

6. Does the project involve content in a paper that was written for another class? If so, submit a copy of the paper with this form.

I am hereby submitting this Intent Form and narrative for approval. I understand that the

Graduate staff member assigned to evaluate it has the right to reject it and request a re-write and

resubmission. I further understand that my project is to be original and that plagiarism is

grounds for possible dismissal from the MBA program.

Student Signature: _______________________________ Date:_________________

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

(Sample Intent Form Narrative)

Capstone Intent Form Narrative

Submitted By: (Student’s Name)

Submitted To: (Professor’s name)

Date: (Provide date)

Proposed Title: The Marketing of Colleges in a Celebrity Obsessed Culture

Description

This will be a research project exploring the question: Could the use of celebrities/well-known

authority figures participating in college and university learning be an effective means of

promotion for colleges and universities? Specific questions that will be addressed in the study

are:

1. How are celebrities and authority figures used in promotion of products and firms other than

colleges and universities?

2. What colleges and universities have used celebrities and authority figures as a means of

promotion in the past?

3. How are they using them as a means of promotion?

4. What results have been achieved?

5. Are they planning to continue using this form of promotion?

6. Will they increase or decrease this means of promotion?

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

Personal Interest

During my entire career I have worked in advertising and promotion. I am interested in this

topic because I have seen how celebrities are effectively used to promote firms and products

such as American Express, Buick, and Nike and believe it could be effective in promoting a

college or university. I could benefit personally from this project because it may lead to securing

college/university clients who hire me to assist them in implementing promotions involving

authorities and celebrities.

Potential Benefits to Colleges and Universities

The research, findings, and conclusions of this project will provide insights and guidelines that

could improve the effectiveness of the marketing communications for colleges, including

Davenport University. The improved effectiveness could lead to marketing communications cost

savings, higher enrollment, and a stronger appeal to student prospects, especially recent high

school graduates.

Methods of Gathering Information

While I realize that the Capstone project does not require primary research, mine does because

there is very little secondary information on the issues I am addressing.

I will employ the following methods of gathering information:

Secondary Research

Literature, Internet, and electronic database searches of full-text articles for:

1. The use of celebrities in the promotion of products or services unrelated to colleges and

universities, and

2. The use of celebrities by colleges and universities.

Primary Research

1. Five in-depth telephone and/or face-to-face interviews with university marketing and

promotion professionals, and

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

2. Three interviews with celebrity talent agencies and marketing firms.

The research subjects will be college and university marketing professionals and celebrity

marketing professionals. They will be interviewed using an open-ended questionnaire discussion

guide as the primary research instrument. Due to the small number of respondents, there will not

be statistical analysis. Comparison of the information from the interviews will be analyzed to

determine if the use of celebrities by universities is an emerging trend in promotion. The

interview information will also be compared to the secondary research information.

I anticipate the following outcomes:

1. The use of celebrities/well-known authorities in student learning and promotion by colleges

and universities is increasing,

2. The use of celebrities/well-known authorities is not limited to classroom teaching,

3. The relationship between celebrities/well-known authorities in the promotion of their own

interests (book, film, political office) and the promotion of the colleges and universities is

becoming more intertwined, and

4. Further interest in the exploration of college and university promotion through celebrity

learning will be generated.

There are several factors that may hinder the project. The short, seven-week time span will limit

the number of interviews that can be completed. This will drive more dependence on secondary

research. Also, preliminary research indicates that this topic has not had extensive exploration;

venturing into uncharted waters will always carry an element of risk.

Knowledge and Skills Need

The five areas of my MBA education that I anticipate applying to the project are:

1. Marketing strategies to explain how colleges and universities are promoting their affiliation

with celebrities,

2. Organizational behavior to analyze the cultures of colleges and universities,

Davenport University: MBA CAPS 799 Capstone Experience p Guidebook (08/09 JL)

3. Accounting, economics, and finance to help provide a financial perspective to the use and

cost of celebrities,

4. Report writing to prepare an effective report, and

5. Presentation skills to prepare and present an effective oral report of the project,

An area of knowledge that I must develop to successfully complete this project involves how to

conduct primary research. I have never done formal research interviews. A thorough

understanding of sample selection and questionnaire design will be needed.

Previous Research on this Topic

I have not conducted research on this topic in the past so there is no need to forward prior work

that has been done to the professor.