Late Assessment Submission Penalty (written assessments)   

Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.   

For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to submit an application for Special Consideration. 

DELIVERY FORMAT

This capstone unit is designed to help you integrate and apply the theories, tools, and frameworks from your previous studies in a highly interactive, practice-driven environment. Delivered as an intensive 3-hour seminar series, this unit moves beyond traditional lectures—there are no pre-recorded videos or passive content delivery. Instead, every class is a dynamic, hands-on session focused on two key projects:

1. Harvard Business Simulation (Weeks 1–7) Step into the role of a marketing leader, where you will develop and execute a comprehensive marketing strategy. You will make real-time decisions on market entry, product and brand development, promotion, sales channels, and pricing, navigating competitive market conditions.

2. Industry Project (Weeks 8–13) Working in teams, you will take on the role of external marketing consultants, applying your knowledge to a real-world business challenge in collaboration with an industry partner.

This experiential learning format is designed to enhance your strategic thinking, decision-making, and problem-solving skills through active engagement, peer collaboration, and stakeholder interaction. Each session is an opportunity to test ideas, reflect on outcomes, iterate strategies, and refine your approach.

• Active participation is critical—both physically and mentally.
• Pre- and post-class activities will complement in-class learning, ensuring you extract maximum value from each session.

By the end of this unit, you will have practical, applied experience that bridges the gap between academic theory and real-world marketing practice.

RECOMMENDED TEXTBOOK

Iacobucci, Dawn (2022). Marketing Management (6th Edition). Cengage Learning, Boston, USA.

This textbook provides a clear, concise framework that illustrates how core marketing concepts interrelate. Please read the recommended chapters to build a foundational understanding of these topics, which will enhance your contributions to in-class discussions and practical applications.

TECHNOLOGY USED & REQUIRED

Laptop or Tablet:

A laptop is recommended, though a tablet is also acceptable.

Please ensure you bring your device to every class.

Paper and Pen:

Bring a journal or notebook to take and keep hand-written notes during class activities.

Please refer to iLearn for more detailed information about the Unit Schedule.