1. Knowledge Integration: Synthesize and integrate knowledge acquired throughout the Master program in various areas of marketing.

2. Practical Application: Apply theoretical marketing concepts to real-world scenarios, as demonstrated in the Marketing Safari.

3. Critical Thinking: Develop critical thinking skills by analyzing and evaluating the effectiveness of marketing strategies observed during the Marketing Safari.

4. Communication Skills and Teamwork: Foster teamwork and communication skills by working in groups throughout the course and presenting the findings of the Marketing Safari.

5. Industry Insight: Gain insights into current industry practices and trends through firsthand accounts shared by alumni and other practitioners working in diverse marketing roles during the Conference Days.

6. Networking Skills: Develop networking skills by engaging with alumni and other practitioners during the Conference Days, establishing connections, and seeking insights into potential career paths.

7. Career Readiness: Increase readiness for future careers in marketing by understanding the diverse paths taken by alumni and other practitioners and identifying potential areas of interest.

8. Reflective Practice: Engage in reflective practice by critically evaluating personal and collective learning experiences from the course.

Various teaching/learning methods are used within this course:

Marketing Safari - Experiential Learning

1. Contextual Relevance:
   • The Marketing Safari is designed to provide a practical and relevant context for the application of marketing concepts learned throughout the Master program.
2. Linking Theory and Practice:
   • Students apply theoretical marketing concepts (such as branding, promotions, customer experience) to analyze and interpret real-world examples.
3. Application Across Marketing Domains:
   • The activity spans multiple marketing domains (e.g., digital marketing, retail, sales), allowing students to witness the interconnectedness of these areas.
4. Observation and Critical Thinking:
   • Encourages students to observe and think critically about various marketing elements present in the city, fostering analytical skills.
5. Group Collaboration:
   • The Marketing Safari is conducted in small groups, promoting collaboration and teamwork among students.
6. Enhanced Memory Retention Through Active Engagement:
   • Actively engaging with the urban environment and experiencing marketing concepts in a real-world context enhances memory retention and the ability to recall information.
7. Motivation and Engagement:
   • The hands-on and exploratory nature of the Marketing Safari increases student motivation and engagement in the learning process.
8. Presentation and Discussion:
   • Following the Marketing Safari, students present their findings and engage in reflective discussions about their observations, connecting them to course concepts and theories.

Conference Days - Experiential Learning, Networking, Reflection

1. Guest Speaker Sessions – Industry and Career Path Insights
   • Alumni and other practitioners are invited to deliver presentations about their roles, industry insights, and career journeys, providing firsthand perspectives that are relevant for students’ own career planning.
2. Q&A:
   • Sessions include interactive Q&A sessions, allowing students to engage directly with the guest speakers and delve into specific topics.
3. Research and Fact Sheets:
   • Prior to the Conference Days, students prepare fact sheets about the companies the guest speakers work at, fostering research skills and enhancing engagement during the sessions.
4. Networking Opportunities:
   • Networking breaks are incorporated, enabling students to connect with the guest speakers, ask questions, and build professional relationships.
5. Reflective Exercises:
   • At the end of each Conference Day, students engage in reflective exercises to distill key takeaways.
6. Peer-to-Peer Discussions:
   • Opportunities for students to discuss insights gained and share observations with their peers, fostering a collaborative learning environment.