BUSMAN 751 : Consultancy Project in Digital Marketing
Business and Economics
2024 Quarter Three (1246) (30 POINTS)
Course Prescription
Course Overview
Client-based capstone project offers a unique opportunity for students to apply their specialised knowledge to real-world client organisations, aiming to identify solutions for optimising their digital marketing strategies. This course facilitates the transition from academic studies to a professional career path in digital marketing, integrating various digital marketing disciplines into a cohesive, data-driven, and client-focused project.
Course Requirements
Capabilities Developed in this Course
| Capability 1: | Disciplinary Knowledge and Practice |
| Capability 2: | Critical Thinking |
| Capability 3: | Solution Seeking |
| Capability 4: | Communication and Engagement |
| Capability 5: | Independence and Integrity |
| Capability 6: | Social and Environmental Responsibilities |
Learning Outcomes
- Formulate a project brief that clearly articulates the goals, objectives, and management processes of the digital marketing strategy optimisation project, ensuring a well-defined direction tailored to the needs of the client organisation. (Capability 1)
- Apply analytical tools and relevant methodologies to conduct a comprehensive audit of the client’s current digital marketing strategy, identifying areas for improvement and uncovering opportunities for optimisation, all while ensuring alignment with the established project brief. (Capability 2 and 4.2)
- Develop and present a consultancy proposal for a digital marketing strategy tailored to the client organisation, that aligns with their target markets and overarching marketing goals, and clearly communicates the proposed strategy, anticipated results, and the steps for implementation. (Capability 3 and 4.1)
- Critically reflect on the project processes and your personal and professional development, highlighting the key learnings and insights gained through the consultancy project. (Capability 5.1 and 5.2)
- Actively participate in group interactions, shared decision-making, and constructive feedback to contribute to a collaborative learning experience, fostering diverse perspectives throughout the development of the consultancy project. (Capability 4.3 and 6)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Project brief | 5% | Group Coursework |
| Mid project report | 40% | Individual Coursework |
| Consultancy proposal | 25% | Group Coursework |
| Reflection | 30% | Individual Coursework |
| 4 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Project brief | ||||||||||
| Mid project report | ||||||||||
| Consultancy proposal | ||||||||||
| Reflection | ||||||||||
Workload Expectations
This course is a standard 30-point course, and students are expected to spend 15 hours per week in each 30-point course they are enrolled in.
For this course, you can expect 1 hour of plenary sessions, 2-hour team-based workshops, 3 hours of reading and workshop preparation, and 9 hours of work on project-related assignments.
Delivery Mode
Campus Experience
Due to the applied practical nature of the course, attendance is expected at all scheduled activities. Only plenary sessions will be available as recordings. Other learning activities, such as workshops, will not be available as recordings.
Attendance is required for all meetings with the client, expert sessions, and team presentations.
In the case of digital delivery, we will pre-record lectures. The pre-recording guarantees uninterrupted content delivery. We will ask you to watch these lectures before we meet in class. Pre-recorded lectures for each week will be available before our Zoom sessions. This will allow you to watch the videos at your own pace and in your own time.
Learning Resources
Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).
Please remember that the recording of any class on a personal device requires the permission of the instructor.
Student Feedback
At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.
Your feedback helps teachers to improve the course and its delivery for future students.
Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.
This is the first instance of the course.
Academic Integrity
The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed for potential plagiarism or other forms of academic misconduct, using computerised detection mechanisms.
Class Representatives
Class representatives are students tasked with representing student issues to departments, faculties, and the wider university. If you have a complaint about this course, please contact your class rep who will know how to raise it in the right channels. See your departmental noticeboard for contact details for your class reps.
Inclusive Learning
All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.
Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website http://disability.auckland.ac.nz
Special Circumstances
If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.
If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.
This should be done as soon as possible and no later than seven days after the affected test or exam date.
Learning Continuity
In the event of an unexpected disruption, we undertake to maintain the continuity and standard of teaching and learning in all your courses throughout the year. If there are unexpected disruptions the University has contingency plans to ensure that access to your course continues and course assessment continues to meet the principles of the University’s assessment policy. Some adjustments may need to be made in emergencies. You will be kept fully informed by your course co-ordinator/director, and if disruption occurs you should refer to the university website for information about how to proceed.
Student Charter and Responsibilities
The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html.
Disclaimer
Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.
In this course students may be asked to submit coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. In exceptional circumstances changes to elements of this course may be necessary at short notice. Students enrolled in this course will be informed of any such changes and the reasons for them, as soon as possible, through Canvas.