Syllabus

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:

  Substitutes for Courses

Prerequisites

• valid for whole curriculum period:

  Prerequisites

FURTHER INFORMATION

Further Information

• valid for whole curriculum period:

  Teaching Language : English

  Teaching Period : 2022-2023 Spring IV - V
  2023-2024 Spring IV - V

  Enrollment :

  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.

  
  

Description