NCI Courses

• In the first class, students are introduced to the capstone project and the strategic partner that they will work with. • A comprehensive breakdown of the project is provided along with a strong orientation as to requirements and expectations of an end of degree 20 credit module. • Detailed structure and grading criteria are also set out at this juncture.

• The capstone project incorporates both entrepreneurship and new product development by tasking groups with the development and launch of an eCommerce business thus drawing on entrepreneurial skills and the sourcing and/or design of products (typically from suppliers in the Chinese market). • Brand new products can be designed and delivered or existing products ‘white-labelled’ and in some cases drop shipping models can be used.

• The capstone requires some proficiency with technology and draws on skills developed in the emerging technology for business module, the innovation and creativity module and digital technology for business. • eCommerce platforms and application are used (ie Shopify’s suite of tools) and students will also continue to use platforms such as Balsamiq. • Social media platforms and creative skills are utilised in the designing, scheduling and delivery of promotional content across a variety of channels such as Instagram, Tik Tok and LinkedIn.

• Students will draw on knowledge and skills arising from their previous engagement with project management modules throughout the course of the Capstone module. • The project is large in scope and encompasses many moving parts and the students will design and implement critical path solutions, Gannt charts etc and use other project management software to deliver the project on time and within budget.

• The capstone module requires the design and implementation of a fully integrated marketing plan that will encompass both traditional and digital tools and bring them together in an IMC format. • As such, students will be able to draw on capabilities developed in modules already taken in IMC, fundamentals of marketing, digital marketing and marketing strategy. • Strategy is emphasised here as is the importance of sales/sales management and distribution channel management.

• There is a strong emphasis placed upon the branding elements of the project. Specifically, students will utilise skills developed and demonstrate a high level of understanding in the development of their eCommerce brand. • This draws heavily on the brand management module taken by students and branding elements such as brand archetypes, colour psychology, layout and congruence of website design and brand personality are all important here.

• The project tasks students with developing and implementing a customer acquisition plan for their respective eCommerce businesses/brands. • This component of the project incorporates previous modules taken such as market research, consumer behaviour and even business intelligence and statistics. • Primary and secondary research is carried out and detailed personas are developed to enable a strategic customer acquisition plan to emerge.

• The capstone module also requires the application of basic financial skills including the ability to calculate cost of goods sold and factor various expenses into the product equation. An emphasis is put here on creating profitable product margins. • This aspect of the capstone initiative ties in the modules taken in economic and market practice, financial analysis and reporting and advanced financial analysis.

• The project requires team selection and creation with specific roles allocated to individuals within the group. • Invariably this requires management capability and students will draw on knowledge and expertise from modules such as management of the organisation.