Capstone Marketing Subject Outline PDF

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Summary

Used for the spring semester of 2021. The client was Inghams Chicken...

Description

SUBJECT OUTLINE 24100 Applied Project in Marketing (Capstone) Course area

UTS: Business

Delivery

Spring 2021; City

Credit points 6cp Requisite(s)

( 24202 Consumer Behaviour AND 24309 Marketing Research AND 24415 Marketing Planning and Strategy AND (30 Credit Points in spk(s): MAJ08441 Marketing Major BBus OR 30 Credit Points in spk(s): MAJ08063 Extended Marketing major BBus)) These requisites may not apply to students in certain courses. There are also course requisites for this subject. See access conditions.

Result type

Grade and marks

Subject coordinator Dr Paul Burke Location: CB08.10.071 Consultation hours: See UTS Canvas (by appointment only and conducted via zoom) Email: [email protected] Twitter: @drpaulburke Instagram: @drpaulburke LinkedIn: https://www.linkedin.com/in/drpaulburke Staff page: https://www.uts.edu.au/staff/paul.burke

Teaching staff Tutorial staff: Paul Burke: [email protected] Mark Cario: [email protected] Melissa Clarke: [email protected] John Clay: [email protected] James Keene: [email protected] Robert Nguyen: [email protected] Joshua Smith: [email protected] Brett Sukara: [email protected] Yaroslava Vasina: [email protected] Inquiry and contact protocol In most cases the information you require is available in the subject outline or on UTS Canvas. If you cannot find the answer, we strongly encourage you to post all questions (unless they are of a private nature) on the relevant FAQ area in the Discussion Board forum on our UTS Canvas website before you contact staff directly. This policy aims to benefit everyone – as questions and answers can be shared among all students. For questions of a private nature, please contact your tutor directly or the subject coordinator via the email address above for a direct email reply from your tutor or to request an appointment time with the subject co-ordinator. Lectures & Tutorials Lectures will be of 50 minutes duration and will include client presentations and occasional guest lecturers. You are strongly advised to view or attend all lectures. All live lectures will be held online using zoom (which will be recorded for you to review at a later time). Other lectures will be pre-recorded and made available online in video format with PDFs of the lecture slides. Tutorials will be 110 minutes in length and involve a short presentation from the tutor and then discussions with and amongst all groups. All students are encouraged to attend tutorials regularly. Tutorials will run either face-to-face or online via Zoom (login via utsmeet.zoom.us using Single Sign On). See your timetable to determine which type of mode you have enrolled in.

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Information about Zoom For all online tutorials and lectures, students must login to zoom via https://utsmeet.zoom.us/ using their own student account. Please retain your student name for the purposes of your tutor and lecture being able to call on you or note your attendance and contribution. Information on how to login to zoom using the Single Sign On (SSO) is provided at the following link: https://www.uts.edu.au/current-students/managing-your-course/using-uts-systems/software-available-students/zoom Please note, if you do not log-in using the SSO, you will end up in the waiting room and may not be given access to the tutorial or lecture by your instructor. Please log back out and follow the login instructions as provided. Recordings: We will endeavour to record all live lectures and make these available via the AARNET CloudStor, with access details (including link and password) provided on UTS Canvas once available. The recordings are usually available after 24 hours, but this can be up to 48 hours depending on the external provider. Tutorials will not usually be recorded. Students should note this with respect to privacy and that students are not permitted to share the recordings with anyone, but only retain for your own study purposes.

Subject description This subject covers the integration of marketing principles and applies them to the development of a project for a real client's marketing problem. It further develops an understanding of the overall process of marketing planning, implementation and control in the contemporary business environment. It also develops a basic understanding of marketing information systems; market research and marketing ethics; market segmentation; buyer behaviour; product development; and the development of product, distribution, promotion and pricing strategies for both goods and services.

Subject learning objectives (SLOs) Upon successful completion of this subject students should be able to: 1. explain relevant marketing theory and practice, using frameworks and models in relation to a selected business context 2. apply marketing knowledge to a specific marketing challenge or opportunity that an organisation is confronted with 3. critically discuss implications and make recommendations for managerial action in relation to a selected business context 4. present findings in a well researched, structured and concisely written report.

Course intended learning outcomes (CILOs) This subject also contributes specifically to the following program learning objectives: Critically analyse relevant concepts to understand practice in business and related professions in a global workplace (1.1) Demonstrate interrelationships between differing business and related disciplines (1.2) Locate and critically evaluate relevant data and literature to address business problems through a research approach (2.1) Apply critical and creative thinking to address issues in business (2.2) Critically analyse business decisions in terms of ethical practice and social responsibility (4.1) Critically analyse sustainability principles for various stakeholders in relation to business contexts (4.2) Apply technical and professional skills necessary to operate effectively in business and related professions (5.1)

Contribution to the development of graduate attributes This is a capstone subject for undergraduate marketing students. Students complete an applied marketing project, integrating and utilising the skills and knowledge acquired in their previous marketing subjects. This subject develops skills linked to the Faculty's graduate attribute that looks at developing critical creative and analytical thinking. This is achieved through analysing a company’s marketing problem and creating several possible scenarios to recommend to the client for future action. In addition, it provides students with an opportunity to develop project management skills. The subject is designed to teach the practicalities of research. This subject contributes to the development of the following graduate attributes: Business knowledge and concepts Critical thinking, creativity and analytical skills Attitudes and values Business practice oriented skills

Teaching and learning strategies The subject is based on dynamic and interactive lecture and tutorial sessions. The lectures provide the structure of the topic area, discussion of the theory and practical examples. The tutorials are built around project work requirements and provide an opportunity to discuss ideas, issues and make practical application of the theory, as well as encouraging students to think in a creative manner to solve real world problems, using learning from other core subjects. This will take the form of both individual and group discussion, where students will lead the discussions of the relevant topic with each other and their tutor. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS Learning Management System will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spread sheets and word processors to complete assigned tasks. All students will be provided with the opportunity for initial feedback on their performance in the subject during the first four weeks of the semester. Further feedback will be provided in relation to submitted assessment tasks.

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Content (topics) Project planning and management Research design Conceptual frameworks Identifying sources of relevant information Data analysis Developing recommendations Implications for decision-making Communicating findings

Program Week/Session

Dates

Description

1

Fri 6 Aug

Pre-recorded Lecture: Introduction and Overview by Subject Coordinator. This is a pre-recorded lecture that will be made available online. No live lecture will occur in this first week. PowerPoint Slide Deck: *** Client Briefing *** read through the slide deck provided directly from the client that provides an overview of the company and the task that you have been asked to deliver upon. Review this in anticipation of the live Q and A session with the client in Week 2. Tutorials: There are no tutorials in Week 1.

2

13 Aug

Live Q and A Lecture:*** Client Brief *** to answer follow-up questions from you. The lecture will be recorded for those unable to attend and distributed approxiamately 24 to 48 hours afterwards via UTS Canvas. Tutorial: First tutorials occur in this week. Introductions; group formation, project discussion of Tasks 1, 2A, 2B and 3.

3

20 Aug

Pre-recorded Lecture: Situation Analysis This lecture is pre-recorded (i.e., not live) and will be made available online during this week. Tutorial: Bring in group project proposal draft for review, present completed group contract, discuss project diary. Consultation on Task 1 and consideration of 2A as part of this.

4

27 Aug

Pre-recorded Lecture: Marketing Research Pre-recorded lecture: There will be no pre-recorded lecture this week Tutorial: Final discussions of Task 1 and consideration of Task 2A and 2B as part of this.

5

3 Sep

Pre-recorded Lectures: Consumer Behaviour Tutorial: Discussion of Task 2A. Prepare qustions for next week's client brief. Assessment Task 1 DUE: Project Proposal (Group) worth 15%. Submit as a PDF via Turnitin for marking by 11:59pm Friday 3rd September 2021. One submission only per group required.

6

10 Sep

Live Lecture: *** Q and A with Client ***. The client returns to answer your questions in a live session run via zoom during the usual lecture time. Tutorial: Consultation on Task 2A (Situation Analysis Report)

7

17 Sep

Live Lecture: Q and A with subject coordinator focused on Task 2A. Tutorial: Consultation on Task 2A.

StuVac (Mid)

24 Sep

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Mid-Session Stuvac: There are no lectures or tutorials this week.

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8

1 Oct

Pre-recorded Lecture: Issues / Objectives/ Strategies / Tactics Tutorial: Consultation on Task 2A (Group Report) Assessment Task 2A DUE: Situation Analysis Report (Group) worth 15%. Submit as PDF via TurnItIn by 11:59pm Friday 1st October 2021. Only one submission per group required.

9

8 Oct

Live Lecture: UTS Career Planning (with Candy Jenkins) Tutorial: Consultation on Task 2B (Individual Strategic Report)

10

15 Oct

Live Lecture: Q and A with subject coordinator focused on Task 2B and Task 3 Tutorial: Consultation on Task 2B (Individual Strategic Reports)

11

22 Oct

Pre-recorded Lecture: Ethical Consumerism and Corporate Social Responsibility (CSR) Tutorial: Final consultation on Assessment Task 2B (Individual Report) and discussion of Task 3 (Individual Reflection) Assessment Task 2B Due: Individual Strategic Report worth 45% to be submitted by each individual student as a PDF to TurnItIn by 11:59pm Sunday 24th October 2021.

12

29 Oct

Live Lecture: Planning your Marketing Career (with John Clay from the Australian Marketing Institute, AMi) Tutorial: Finalising Task 3 (Individual Reflection) Assessment Task 3 (3A, 3B and 3C) DUE: Project Review (Individual) worth 25%. Each individual student to submit Task 3A-3C as one PDF document to TurnItIn by 11:59pm on Sunday 31st October 2021. Task 3D is an evaluation undertaken by your tutorial instructor. No student submission for Task 3D is required.

StuVac (Final)

5 Nov

End-of-Session Stuvac: There will be no lectures or tutorials this week. This week is provided for students as a STUVAC period allow you to prepare for your exams in other subjects. There is no examination for this subject.

Exams Wk 1

12 Nov

Exam Period: No lectures or tutorials

Exams Wk 2

19 Nov

Exam Period: No lectures or tutorials

STUDENTS PLEASE NOTE: The program in this document is indicative only and subject to change. All changes to the Program will be announced through UTS Canvas and/or in the lectures. The dates shown in the program above are only for the Friday of each week and represents the day that lectures and tutorials occur. Please check the UTS timetable at: http://timetable.uts.edu.au/ for exact time, dates and location of your lectures and tutorials. You must attend the tutorial in which you are enrolled for the purposes of forming and working in groups. Lectures and tutorials will start on the hour (e.g., 1pm) and finish at ten minutes to the hour (e.g., 1:50pm). Lectures run for 50 minutes. Tutorials run for 110 minutes. It is your responsibility to stay informed and note any changes. NOTE - To comply with advice from NSW Health, the planned delivery of this subject for Spring 2021 has been adjusted. All activities in this subject planed for campus in the first 4 weeks of the Spring 2021 Session will be online. This is a temporary change. After restrictions are eased activities will return to the timetabled format. Please log into Canvas and monitor your UTS email for the latest advice concerning subject delivery and assessment information.

Assessment Special Consideration: Any student who has a difficulty with the assessment task should apply for special consideration and must do so before the due date of the assessment item. For full details of the special consideration application process and to apply, go to http://www.sau.uts.edu.au/assessment/apply.html. Late assignments: Late assignments will be penalised. Ten percent (10%) will be deducted for each working day late. Assignments more than five days late will not be marked and no extensions for assignments will be granted unless special consideration is approved.

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Peer Group Evaluation: A confidential evaluation will be made available after Assessment Task 2A has been submitted. Depending on the peer evaluation that a student receives for their contribution to group work throughout the project and session, and any other available evidence, his or her mark for the group reports may be adjusted accordingly. It is not compulsory to submit, but you may be requested to do so by your tutor or subject coordinator. Assessment Details: The Assessment is based on three areas; 1. Project Proposal (Group) worth 15% overall 2. Project Report (Group worth 15%) & Individual (worth 45%) and worth 60% overall 3. Project Review (Individual) worth 25% overall The project requires you to identify and solve a marketplace issue, which could be industry based or market based. There will be a number of issues presented to you in Week 1 and 2 around the same real-life setting from the client. You will form groups and confirm an issue to work on. You will then collect relevant information and apply relevant marketing theories to examine the current situation of the topic. Individually you will develop managerially sound business recommendations addressing the issues that you have identified.

Assessment task 1: Project Proposal (Group) Objective(s): This addresses subject learning objective(s): 1, 2 and 4 Weight:

15%

Task:

Each group is to specify in a proposal a concise project proposal. In this proposal, students detail how they plan to investigate the marketing issues for the assigned company with the objective of developing meaningful plan and strategy recommendations for execution. The proposal allows students to demonstrate that they have met objectives 1, 2 and 4. Your project proposal should include the following: Contents: 1. Introduction to company. 2. The strengths / weaknesses of the organisation or entity under consideration. 3. Marketing Issues identified by the client company. 4. The research plan and method. 5. Work in progress plan laying out time line, responsibilities for activities to be completed.

Length:

Size of report 3-5 pages maximum

Due:

Assessment 1 (Group Project Proposal) must be submitted by ONE member of the group to TurnItIn as a PDF by 11:59pm on Friday 3rd September 2021. You must submit a file following the naming conventions provided on Canvas.

Further THIS ASSESSMENT MUST BE SUBMITTED THROUGH TURNITIN information: If there are any changes to the assessment details or any of the above information, perhaps due to unforeseen circumstances, they will be announced in lectures and/or on UTS Canvas. It is your responsibility to note any changes and stay informed.

Assessment task 2: Project Report (Individual) Objective(s): This addresses subject learning objective(s): 1, 2, 3 and 4 This addresses program learning objectives(s): 1.1, 2.1, 2.2 and 5.1 Weight:

60%

Task:

OBJECTIVES: This assessment contributes to addressing the following subject learning objectives: * Critically analyse relevant concepts to understand practice in business and related professions in a global workplace (1.1) * Locate and critically evaluate relevant data and literature to address business problems through a research approach (2.1) * Apply critical and creative thinking to address issues in business (2.2) * Apply technical and professional skills necessary to operate effectively in business and related professions (5.1) OVERVIEW of REPORT: Two components: Part 2A (Situation Analysis Group Report) is worth 25% and 2B is worth 75% (Individual Strategic Report) of this assessment worth 60%.

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As such, 2A and 2B represent 15% and 45% of your overall mark, respectively. Part 2A: The group will work together on the description on the internal, external analysis and SWOT. The importance of conducting marketing research both primary and secondary are key components of your plan and will be included in the appendices. If inadequate marketing insights are not backed by thorough research findings your grade will reflect a pass. Part 2B: Each individual in the group will separately analyse and interpret the key issues identified and develop key objectives, strategy options that are open to the company and make recommendations and draw conclusions for the final project report. The quality of this section will be a related to the marketing research and insights collected as a group, and your individual analysis of the data, findings and recommendations based on your own interpretation. You should draw on all your knowledge of marketing theories and practice that you have been exposed to in your prior subjects and professional experiences. The final report...