MARKETING
PRACTICUM
INDUSTRY PROJECT FOR
UNDERGRADUATE MARKETING STUDENTS
Business
School
PRACTICAL MARKETING AND RESEARCH EXPERIENCE
The Marketing Practicum is an opportunity for top final year marketing students to undertake research
and make recommendations about a specific marketing problem for South Australian businesses.
Project specifics
Benefits for students
Pairs of students are placed into an organisation for one day
•
Practical industry experience
•
Practice collecting and analysing real data
•
Develops communication and presentation skills
•
Networking opportunity to enhance your career
per week, over 12 weeks, to conduct a market research
project specific to the host organisation.
With support of an industry experienced UniSA supervisor,
students are mentored through all stages of a project
prospects
including selecting the methodology, conducting the
research, collecting and analysing the data and presenting
the results.
•
Credit for one course (4.5 units)
This gives students the opportunity to demonstrate what
Possible projects
they’ve learnt and exercise their teamwork, communication
Project activities could include:
and problem solving skills. Students leave the project with
real-world marketing experience and connections to vital
contacts in the industry. Mutually, the project provides an
opportunity for organisations to meet top final year
marketing students.
Participating organisations have included Balfours, People’s
Choice Credit Union, National Pharmacies, Westfield, Barossa
Fine Foods, SMR Automotive and the Department of State
Development.
•
Business environment analysis
•
Customer groups identification and analysis
•
Competitors and industry analysis
•
Marketing communication program development
•
CRM program marketing and control development
Eligibility and application
Program structure
The Marketing Practicum takes the place of one elective
Students are given an initial project brief, outlining the
Marketing Planning plus 5 other marketing courses and have
marketing problem. One day per week is spent at the host
a GPA of 4.5+. Applications close at the end of April each year
organisation and one day per week on campus, participating
in preparation for SP5 intake only.
course. Applicants must have completed Business &
in workshops and presenting progress reports.
At the completion of the project, a 3000-word strategic
marketing report and a presentation are delivered to the
organisation’s management team.
UniSABusinessSchool.edu.au/MarketingPracticum
FruChocs Case Study
A research project by two marketing students was conducted to understand customer perceptions of
one of South Australia’s iconic brands, giving them industry experience they will need to find a job after
graduating.
Marketing students Rebecca Stone and Sarah Zanker completed the Marketing Practicum, which gave them a chance to
conduct a real-world marketing project for a business.
Rebecca and Sarah worked on a project for the Adelaide-based organisation Robern Menz, creator of family favourite FruChocs.
“Our aim was to identify FruChocs’ target market and uncover customer perceptions about the brand,” said Sarah.
During the project, Rebecca and Sarah ran focus groups, surveyed customers, conducted observational research in
supermarkets and collated findings from an online questionnaire.
“We learn about market research in class, but it was great to test the theory for ourselves. After all, few graduates could say ‘I
have facilitated a focus group’,” said Sarah.
Project Coordinator, Quin Tran, understands the importance of preparing graduates for their business careers and the Marketing
Practicum is a unique work integrated learning opportunity that provides a triple win. A win for the students, a win for the
organisation, and a win for UniSA.
“Employers today want graduates who are curious and ask questions to discover the causes of a marketing situation, and are
not satisfied to just describe its effects. They are looking for the experience that a graduate can bring to their organisation. The
project offers high achieving students solid marketing experience in a real world business environment, giving UniSA students
an edge over other graduates”.
The Marketing Practicum provides opportunities for students to build networks with business professionals and is a great
stepping stone to employment. Furthermore, it can be a very experiential, rewarding and a fun way to learn and apply marketing
thinking. Successful completion of the project demonstrates work experience on a graduate’s CV with a strategic marketing
plan to prove it.
“The Marketing Practicum is a unique opportunity for
business students to have a voice of influence in
real-world marketing decisions. I found that experiential
learning enabled me to apply marketing knowledge;
strengthen my professional networks and interpersonal
skills; and bolster my employment potential as a
graduate. The best part of the Practicum was knowing
that our recommendations will help our organisation
make informed strategic marketing decisions.”
Yolanda Nguyen
FOR FURTHER INFORMATION VISIT:
UniSABusinessSchool.edu.au/MarketingPracticum
Or contact Quin Tran, Project Coordinator
Level 4, Yungondi Building, North Terrace, Adelaide SA, 5000
T: (08) 8302 9215 E: [email protected]
Information correct at time of printing (January 2016). CRICOS provider number: 00121B
Business
School