Brief Course Description
1. Course Title:
Comprehensive Assignment: Designing Marketing Projects
2. Language of Instruction:
English
3. Course Code:
BUS603042
4. Credits:
3
5. Course Objectives:
Comprehensive assignment: Designing marketing projects. This course is part of the practical knowledge in Marketing specialization within the master of Marketing (Applied Orientation) program. It is designed to equip graduate students with the ability to scientifically and creatively apply contemporary marketing theories and up-to-date professional knowledge to analyze and identify real-world marketing issues within organizations. Based on this analysis, students will develop comprehensive solutions and implementation plans to address these challenges effectively. The primary objective of this course is to provide students with the necessary knowledge and skills to support the successful completion of their Master's Capstone Project in accordance with UEH's applied-oriented graduate program requirements.
6. Brief Description of Course Content:
This course is designed to help students analyze and identify real-world marketing issues within organizations and apply scientific knowledge, theoretical frameworks, research methodologies, and practical experience gained from the program to develop comprehensive solutions and implementation plans.
The course is conducted in group projects, and students can leverage the outcomes of this course to develop their individual capstone project. However, faculty members supervising the capstone project are not required to continue with the same research topic or methodology used in this assignment. The course is structured into five key components: First, theoretical content and exercises will help students analyze and identify real-world marketing issues within organizations. Through these activities, students will develop proficiency in recognizing emerging challenges and practical constraints in marketing operations. Second, students will engage in exercises to explore, synthesize, and apply relevant scientific theories and theoretical models to address the identified issues. These activities aim to enhance students' ability to bridge the gap between academic research and real-world marketing problems, fostering their capacity to utilize scientific knowledge effectively. Third, the course will focus on research methodologies for marketing analysis. Students will learn how to apply different research methods to investigate and understand marketing problems in depth, ensuring a structured and evidence-based approach to problem-solving. Fourth, students will conduct in-depth analyses of organizational marketing challenges based on established theoretical frameworks and research methodologies. These analyses will involve qualitative, quantitative, or mixed-method approaches, ensuring a rigorous and comprehensive understanding of the problems. Finally, students will engage in exercises that guide them in developing strategic solutions to resolve the identified issues. They will also design a detailed implementation plan, including resource allocation and budget estimation, to ensure the feasibility and effectiveness of their proposed solutions.