LEARNING OUTCOMES
After the course the students will (1) have a concise overview on the core knowledge of marketing; (2) be able to analyze marketing’s contribution to firm-level goals and performance; (3) be able to apply their knowledge in identifying, analyzing and solving a real-life business problem, while having improved their (4) team-working skills, (5) presentation skills, and (6) project management skills. In addition, the students will have developed self-awareness of what they have learned and skills and competencies they possess facilitating their entering to the work life. In brief, the course creates closure, ensuring that learning goals of the Aalto MSc degree/program(s) have been fulfilled.
Credits: 6
Schedule: 10.03.2023 - 09.06.2023
Teacher in charge (valid for whole curriculum period):
Teacher in charge (applies in this implementation): Johanna Frösén
Contact information for the course (applies in this implementation):
CEFR level (valid for whole curriculum period):
Language of instruction and studies (applies in this implementation):
Teaching language: English. Languages of study attainment: English
CONTENT, ASSESSMENT AND WORKLOAD
Content
valid for whole curriculum period:
The students (in teams of 3) select a core topic in the area marketing and reflect on its contribution to performance in the broader context of the firm. Thereafter, the teams identify and get access to real-life case firms and negotiate and agree on a problem-solving project related to their selected topic (e.g., objectives, scope) with the firms. The students then prepare (1) a presentation for the firm representatives on how the problem could be solved, and (2) a case study report resembling a Harvard Business School style case study, which has (a) a clear theme within the domain of marketing, (b) a theoretical framework applied to analyze the problem, (c) a problem solving structure with a pre-problem setup and a post-problem solution, (d) clear recommendations for the firm.
Assessment Methods and Criteria
valid for whole curriculum period:
40%: Project outcome and the final presentation
40%: Case study report; equal weight on analytical thinking, learning setup and practical relevance
10%: Individual two-page reflection paper on the project
10%: Project contribution
Workload
valid for whole curriculum period:
6 credits, 160 hours
- Individual assignment (i.e., one case pre-reading, reflection paper): 4 h
- Weekly meetings (compulsory) (7x4h): 28h
- Project/team work (e.g. case firm access, problem solving task for the case firm, preparing for team presentations, writing up the academic case): 128 hours
DETAILS
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
FURTHER INFORMATION
Further Information
valid for whole curriculum period:
Teaching Language : English
Teaching Period : 2022-2023 Spring IV - V
2023-2024 Spring IV - VEnrollment :
Course is mandatory and only available to M.Sc. Marketing major students. Some students will get the opportunity to replace this capstone course by participating in the so-called Hackathon-capstone.
Details on the schedule
applies in this implementation
Date & time
Session
Content
To do
10.3.2022
12:15-16:00
Intro
- Course practicalities
- Intro: Goals of marketing
17.3.2022
12:15-16:00
Instructions
- How to approach consulting projects
- Case company presentation
Get organized with your case group by 16.3.
- Work in groups
Sign up for a topic (as a group) by 18.3.
31.3.2022
12:15-16:00
Interim presentations
- Case problem & planned approach
Submit your slides by 30.3.
- Work in groups
21.4., 28.4., 5.5.2022
Coaching sessions
- Feedback on your progress
Submit your interim report one day before your meeting
- Work in groups
26.5., 2.6.2022
12:15-16:00
Final presentations
- Solution & recommendations
- Feedback from peers
Submit your slides one day before presentation, feedback by 6.6., final report by 9.6.