MKT305 Marketing Capstone Project
Unit Code
MKT305
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT201 + 160 Credit Points
Credit Points
10
Overview
This is a project-based subject that aims to provides you a supported opportunity to apply a design thinking approach and implement the marketing knowledge they have acquired throughout their study and apply it to a real project. you will apply their research skills to a real and current marketing management issue based in an industry setting. They create a comprehensive project brief by applying a design thinking approach to identify and argue for an innovative solution they have identified. The subject provides a capstone experience by allowing you to integrate, critically reflect and consolidate what they have learnt in the course.
Associated Degrees
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☒ core subject for BBM
☐ elective subject
☐ other (please specify below):
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Systematically identify marketing needs and contextualise them within the current marketing literature
- Generate, critically evaluate and defend both existing and new solutions to clients’ marketing need
- Apply design thinking framework and marketing knowledge and skills to complex problem for a chosen project (client)
- Persuasively argue propositions, findings, conclusions or recommendations to the client
- Develop a multimedia presentation to pitch an idea/marketing solution
- Demonstrate the ability and accountability (in collaboration with others) for one’s own learning and all aspect of the work or function required by the team
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Proposal (Group of 3 students) |  Week 4 | 15% |
| Assessment 2: Multimedia Presentation (Group of 3 students) | Week 8 | 20% |
| Assessment 3: Report (Group of 3 students) | Week 12 | 50% |
| Assessment 4: Self-Reflection Report | Week 12 | 15% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- Phillips, D.M. (2024) Marketing Strategy & Management. SAGE Publications.
- D’Alessandro, S., Lowe, B., Winzar, H., Zikmund, W. & Babin, J. (2020) Marketing Research: Asia Pacific Edition. 5th ed. Cengage Learning Australia.
Texts and References
- Cudny, W. (2021) Urban Events, Place Branding and Promotion: Place Events Marketing. Routledge Taylor & Francis.
Recommended Reading
- Reed, P. & Baird, M. (2019) Strategic Marketing: Decision Making and Planning. 5th ed. Cengage Learning Australia.
- Aaker, D. & Moorman, C. (2023) Strategic Market Management. 12th ed. Wiley.
- Hooley, G., Nicoulaud, B., Rudd, J. & Lee, N. (2023) Marketing Strategy and Competitive Positioning. 8th ed. Pearson Australia.
- Maison, D. (2018) Qualitative Marketing Research. 1st ed. Routledge Taylor & Francis Group.
- Malhotra, N.K. (2024) Marketing Research: An Applied Orientation. 7th ed. Pearson Education, USA.
- Mothersbaugh, D.L. & Hawkins, D.I. (2024) Consumer Behavior: Building Marketing Strategy. McGraw-Hill.
- Czinkota, M., Ronkainen, I., Sutton-Brady, C. & Stegemann, N. (2019) International Marketing: Asia Pacific Edition. 4th ed. Cengage Learning Australia.
- Armstrong, G., Adam, S., Denize, S., Volkov, M. & Kotler, P. (2018) Principles of Marketing. Pearson Australia.
- Chaffey, D. & Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation and Practice. 7th ed. Routledge Taylor & Francis.