11 July 2018

6 things you didn't know about our marketing capstone unit

Solve real-world marketing challenges in our new marketing capstone unit 

Our Marketing in Practice unit gives you the opportunity to bridge the gap between theory and practice. You will gain practical experience with contemporary business problems while using the key knowledge and skills you’ve gained throughout your marketing major.

But what is the capstone unit really like? Some of our final year marketing students share six things you didn’t know about our new capstone unit.

1. It’s not your typical marketing unit

Marketing in Practice is driven by a problem-based and experiential approach, instead of textbooks and readings. It emphasises industry-based skills through an engaging method of delivery.

“It was one of the most interesting units I have taken in my degree. You’re not learning about a specific aspect of marketing but rather applying the skills and knowledge you have learnt through previous units in a more practical manner.”
Timothy Ho

“Unlike other marketing subjects, this unit dives deep into the practical aspects of marketing and motivates students to think outside the box with real-life scenarios.”
John Brann

“The unit was the first I have taken where I felt that I was being prepared to enter into the real world. Instead of being treated like students, we were given the ability to work freely on briefs from real companies. Every week was different and exciting, and I felt I learned something valuable in each class.”
Annie Lim 

2. The content is taught by industry practitioners

Every week, industry speakers from various fields, such as FMCGs, media agencies and non-profits, share their insights with students.

“The strong emphasis on relevant marketing trends delivered by industry practitioners have made this unit undoubtedly valuable. It provides students insight into the nuances of working within the marketing industry that could not have been delivered by university academics.”
David Huang

“The lecture delivered by PwC’s CMO Advisory made me realise that has never been a more exciting time to enter the marketing industry with the trends of precision marketing, the return of a marketing strategist, and the rise of AI, VR and AR.”
Anna Wang

“I think the biggest takeaway from the unit for me is to expect the unexpected. After hearing from so many different industry guest speakers, a common theme was how they never thought they would be in the position they were in today. They taught us to have an open mind when thinking about your career and make moves that feel right to you.”
Rebecca Ibrahim

3. Assessments are based on real industry briefs

Students work on authentic problems and challenges faced in the field of marketing with all the assessments taken from real-world projects.

“Being able to work on a real brief from Nespresso and present our campaign to the company was the most rewarding experience I’ve had at university. The industry partners had a genuine interest in what we had to say and were so generous with their time, helping us improve with their feedback.”
Annie Lim

“One of the assessments required us to respond with marketing-orientated recommendations to an industry problem. The catch was that we only had 72 hours to complete it! Working under such a short timeframe definitely tested my skills and provided me a better understanding of how I work under pressure.”
Anna Wang

4. It consolidates knowledge built from previous units

The unit challenges students to draw from their experiences from previous marketing units to develop the critical mindset a senior marketing student should have.

“Such an in-depth exposure to various marketing concepts from the industry practitioners was crucial in linking my prior learnings. It transformed my perspective of how elements of the marketing process are actually put into practice for a brand.”
Anna Wang

“The industry speakers had such diverse marketing backgrounds. They shared their insights on strategy, market research, public relations, advertising, branding, and digital marketing – all of which are units we have previously studied.”
Timothy Ho

5. It opens your eyes to the wider marketing world

The practical lessons taught aim to widen your perspectives and enable the discussion of ideas not previously thought about.

“The presentation by PWC on brand management fundamentally challenged my preconceptions of digital, by explaining the shift from an all-digital approach to a customer-centric focus. This means not starting with a digital mindset and subsequent customer adaption, but instead using your target customer to direct decisions.”
David Huang

“The main thing was discovering how broad marketing is, and how many possible roles there are within the industry. I learnt to keep in mind that the marketing landscape is constantly changing, and that success means being able to adapt to new challenges.”
Alex Foster

6. You will leave career ready

Leave the unit feeling confident and ready to enter the workplace. Students will gain a broad overview of potential marketing career paths, and be able to demonstrate their ability to apply concepts to authentic challenges.

“The support we received from our tutors encouraged us to be independent and trust in our own abilities. I left each class feeling more confident in a huge variety of things including knowing how to create a compelling story, how to understand and effectively use a client brief, how to pitch, and what type of working style best suits me.”
Annie Lim

“The industry representatives provided insights on soft and hard skills which are imperative to be successful in their companies. Numerous workshops were spent on developing key skills, such as presentation skills, which will really distinguish us from everyone else.”
John Brann

Marketing in Practice is available for students who are completing a Marketing major and have completed 120 credit points prior to enrolment. To find out more, visit the unit of study page or contact the unit coordinator Dr Jeaney Yip.

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