BUSMGT 757 Marketing Strategy Capstone is a project-based course that integrates marketing strategy theory with practical application in a real-world organisational context. In this course, students work on a strategic marketing challenge and apply marketing strategy frameworks and tools to analyse markets, customers, competitors, and the business environment. The course focuses on key areas of marketing strategy such as value proposition development, branding, customer experience, and growth strategies.
Students will explore the role of social media, digital marketing, data-driven marketing, and artificial intelligence (AI) in modern marketing strategy and decision-making. The course also develops students’ strategic thinking, problem-solving, project management, and communication skills, particularly in situations that involve uncertainty, complexity, and strategic decision-making.