The marketing capstone brings together all of the previous learning from the different marketing papers offered at WMS. In terms of theory, we will introduce some alternative perspectives and engage with the challenging debate of balancing performance and brand-building activities.

The objective of the paper is to expand competencies in the synthetic, analytic and systematic use of marketing concepts in the design, evaluation and implementation of marketing-lead strategies.

This paper differs from the structure you may be familiar with; it is highly intensive in terms of sensemaking activities, and requires discipline of the student to do the preparatory work. Instructors provide a facilitatory and advisory role.

Students interact to solve problems presented by a client organisation, extending student learning by introducing a real world client context through which students will demonstrate and practice their marketing knowledge and capabilities.

1. Many of the learning activities will be directed towards group work to satisfy a client brief, and as such, the emphasis is on the student to engage in the work with their peers, and the instructor acting primarily as a facilitator.

2. Required text (Romaniuk and Sharp, 2022) introduces emerging perspective(s) that are confronting marketers in the 21st century, and will challenge you to think about how best to balance short-term conversation (performance marketing) with the strategic art of building a future customer base.

3. Client Briefings. Attendance should be considered compulsory for Client Briefings as this is where the brief for each forthcoming sprint is obtained. Senior executives give up their time to provide case examples and to act as 'clients' for the benefit of student learning opportunities, hence synchronous attendance at these classes is expected. Students are asked to take full advantage of the client's accessibility during these class to clarify and obtain information that would aid delivery upon the brief. Scheduled Client Briefings will be notified in advance on Moodle. Some flexibility may be needed to accommodate the availability of the client, and we will endeavour to record the Client Briefings for later reference.

4. Moodle will be the principal source of expectations and requirements for assessments.

ABOUT STUDYING ON THIS PAPER

This paper will rely on the Required Textbook (not the lectures) as the core content.

This paper is essentially a face-to-face paper with assessments founded in sensemaking and active participation principles. The face-to-face activities are generally unsuitable for asynchronous or online viewing.

We will meet as a group to discuss concepts and key learning. Attendance at the live sessions is highly encouraged in order to provide an opportunity for students to engage in a more personal way with course learning; to clarify any questions that you have from your reading; to enable students to explore important concepts, theories and principles; to provide a comfortable informal environment in which students can articulate and debate their understanding of marketing management. Please note, three of your assessment components require synchronous participation.

Importantly, we encourage the development of critical thinking through exposure to a range of perspectives, and the opportunity to practice marketing-specific skills.

The following text is required in order to successfully navigate this paper.

Romaniuk and Sharp (2022) How Brands Grow, Part 2 (Revised edition). Oxford University Press: Docklands, Australia. ISBN 9780190330026.

Available as Hardover or eBook through online booksellers e.g. Amazon, Book Depository, Booktopia, The Nile, Wheelers.