Program Overview

Marketing Strategy (MKTG 301) Capstone Project

The Marketing Strategy (MKTG 301) capstone project is an integral part of the Bachelor of Commerce (BCom) degree, where students majoring in Marketing work in teams to develop and implement strategic marketing plans for companies.

How the Project Works

• The student teams decide on an industry and company to work with, conducting an internal and external marketing analysis to identify key strategic decisions.
• All project topics must have a strategic marketing focus.
• Student teams work independently for 5-10 hours per week, gathering and analyzing information to recommend strategies and actions for the company.
• Companies are not required to host the student teams but may meet with them during the semester to provide information and assistance.
• Student findings are presented in a two-page report, a 10-minute presentation, and a one-panel poster, with the best teams invited to present at the Marketing Strategy showcase.

About MKTG 301

Marketing Strategy (MKTG 301) is an integrated capstone experience that fosters student-centered learning, developing knowledge in analyzing, implementing, and evaluating marketing strategies and appreciating how marketing connects to other business disciplines.

Company Participation

Companies from any industry can participate in the MKTG 301 capstone project. Responsibilities for participating companies include meeting with the student team for consultation and Q&A sessions and attending the poster event if their team qualifies.

Program Details

• Duration: The project spans a 12-week semester.
• Team Size: Students work in teams of 4-5.
• Deliverables: A two-page executive summary of strategic recommendations, a 10-minute presentation, and a one-panel poster.
• Company Involvement: Optional meetings with student teams and attendance at the final poster presentation.
• Location: Companies can be based in Auckland or elsewhere, with the possibility of online meetings.

Research Areas

The project focuses on strategic marketing, including analysis, implementation, and evaluation of marketing strategies, and how marketing relates to other business disciplines.

Learning Outcomes

• Develop knowledge in strategic marketing analysis and planning.
• Understand how to implement and evaluate marketing strategies.
• Appreciate the connection between marketing and other business disciplines.
• Foster teamwork and independent learning skills.

Eligibility

The project is part of the Bachelor of Commerce (BCom) degree, specifically for students majoring in Marketing in their final year.