MKTG7130 Business Project/Academic Dissertation (9 units)
- Medium of Instruction:
Students may opt for either the Business Project or the Academic Dissertation to fulfil this course requirement:
Business Project (BP)
The student will be required to complete a BP of approximately 20,000 words in length, under the guidance from both HKBU and GEM faculties. To successfully complete the BP, the student is required to develop a new business start-up proposal, including Market, Product and Benchmark Analysis, and provide roadmap and action plan to assist during the decision-making process for the development and introduction to the market of this new business.
The BP should be the culmination of the students' postgraduate programme. This is their opportunity to apply the knowledge acquired during the course of their programme to a specific business problem in their field.
This course requires the student to research a topic appropriate to the field of entrepreneurship and global marketing. A dissertation written by the student should be delivered to the School at the conclusion of the research. The dissertation should involve engagement with theoretical concepts and practical application to an entrepreneurship and/or global marketing issue.
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