Course overview
In this capstone course students will integrate their knowledge of marketing developed through participation in various courses into a comprehensive understanding of marketing as a part of overall business management. It also exposes students to the vagaries of competition and provides practical experience in dealing with this fundamental issue.
The course provides students some real-world experience of working as a Product Marketing Manager, exposing them to both the highs and the lows resulting from their business and marketing decisions. Students reflect on what they have already learnt and integrate all their business and marketing thinking, in a team-based competitive marketing strategy simulation - StratSim.
- Integrated Marketing Foundations
- Strategic Business and Marketing Planning
- Business Integration and Marketing Communications
Course learning outcomes
- Integrate the many concepts learned in specialised marketing courses into an overall understanding of marketing and business in a competitive environment.
- Integrate marketing knowledge with other business concepts from economics, finance, accounting, human relations, and business management.
- Design and apply a strategic marketing plan.
- Develop and apply skills in oral and written presentation and negotiation.
- Demonstrate the ability to work successfully in a team to achieve autonomous and organisational objectives.