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- 1. mbacapstoneproject.com Marketing Capstone Project Ideas Effects of Salesman’s personality on brand image Effect of branded ingredients on consumer perception Images of offensive images on branding/marketing Preferences to buy ready-to-cook meals by housewives Relationship between strategic implementation and teasers campaigns Services marketing and customer relationship management Sales of pharmaceutical companies with marketing activities impact Two stage least square model of advertising Association between content and advertising messages Influence of humor advertising Effectiveness of integrated marketing communication The ways of finding edogenity to explain consumer compliant behavior Study of consumer spending via credit cards Impact of price sensitivity on buying behavior Brand attitude and awareness Buying behaviors in shopping stores Study on consumer purchase intention Consumer preferences and store image Impact of CRM on customer satisfaction Impact of brand recall through Television on mood Fashion involvement’s impact on buying behavior Experiential perspective and word of mouth The packaging variables and their importance
- 2. mbacapstoneproject.com Use of plastic money Developing perception for social causes through outdoor advertising Customer retention in hotels: Influencing factors Factors that affect compulsive buying behavior Impact of celebrity endorsement on pre-purchase evaluation Nutritional labeling impact on buying behavior Effects of SEO on marketing performance Click here and take a look at more topic ideas for your Marketing MBA!
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Capstone Project Topics For MBA Marketing
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MBA Capstone Project Ideas
Every learning process requires you to undertake a project. If you are MBA Capstone Ideas, you are on the right page.
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Capstone Project Topics for MBA
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Kinds of merchandise
Increase business revenue without the use of technology
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Improvements through the implementation of ISO 9001
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Betty is a qualified teacher with a Bachelor of Education (Arts). In addition, she is a registered Certified Public Accountant. She has been teaching and offering part-time accounting services for the last 10 years. She is passionate about education, accounting, writing, and traveling.
Guide to the Business School Capstone Project - Types & Examples
- What is an MBA Capstone Project?
An MBA capstone project is the final step in many MBA programs. It’s here that MBA students put all that they’ve learned into practice by analyzing a meaningful and strategic business question. Often, this involves hands-on work within an existing company, but not always: MBA capstone projects can take the form of startup business plans and business simulations, too.
No matter their format or focus, each capstone project is likely to be the most intensive, and possibly the most rewarding, feature of an MBA candidate’s journey.
A capstone project is not the same as a thesis project, although they do share some qualities. Thesis projects are focused on theory and research, and based on the type of situations one would face in academia. Often taking the form of a large research paper, thesis projects can last the entire final year of an academic program, and some students may even begin before that, with the ultimate goal of contributing new knowledge to the canon of business research.
MBA capstone projects, by contrast, are more practical and similar to situations one would face in the business world. Here, students work in teams to answer strategic business questions. MBA capstones are hands-on immersions with real-world consequences, and they can have a major impact on an MBA graduate’s program experience, as well as their career.
To see some examples of MBA capstone projects, and to get a walkthrough of the general process, read on.
Stages of an MBA Capstone Project
Most MBA capstone projects take place during a program’s final year and can last anywhere from four weeks to a full semester. They often include some form of instruction (whether through prerequisite courses or scheduled advising) along with practical application.
While MBA capstone programs will vary in format from program to program, they generally include the following stages:
- Topic Selection
- Preliminary Research
- Project Execution
- Written Report
- Final Presentation
It’s not necessarily over after the final presentation, either: some capstone projects carry over beyond the MBA program, leading to successful startup businesses, offers of employment, or investment opportunities.
Choosing a Capstone Topic
Many MBA programs provide some structured options for choosing a capstone topic. This can mean students are allowed to select from a list of possible partnership opportunities; it can also mean that faculty advisors will work with students to find a topic that meets the student’s strengths, weaknesses, and goals. But in other programs, MBA students are given more freedom to choose both their topic and their partner organization.
In their capstone project, MBA students should select a topic where they can answer a meaningful and strategic business question: one that’s complex enough to warrant significant time and energy, but also realistic enough as to be achievable. These are not theoretical questions, though; each one is tailored to a specific real-world business.
Some examples of MBA capstone topics include:
- What are the short-term outcomes of a mutual fund’s impact-investing initiative?
- How do the diversity and inclusion efforts of multinational companies adapt to non-Western office environments?
- What is the market feasibility of a startup’s application in target demographics?
- How can a recently downsized organization recover employee morale while keeping the budget balanced?
It’s critical for the capstone topic to be specifically relevant to the partner company or organization. To this end, MBA students should heavily research the company’s strengths, weaknesses, and objectives before selecting their topic.
Similarly, MBA students should turn that lens on themselves, too: what problems do they want to explore in their business careers, what causes do they find interesting, and how can their own unique skill set be best put to use?
How an MBA Capstone is Graded
Some programs provide MBA candidates with a rubric for how their capstone will be graded, while others do not. Most capstones are graded through their ability to demonstrate key business skills (theoretical, practical, applied, and reflective) across functional areas (finance, human resources, marketing, and operations).
The final presentation is also a factor, as this is where the candidate demonstrates what they learned, or didn’t, through the course of the capstone.
It’s rare that an MBA candidate will fail their capstone project. After all, they’ve made it through practically an entire MBA program up until then. Even if the project is a failure from a business point of view, an MBA candidate will likely still be able to effectively analyze where and why the project failed, and what lessons can be learned from that failure going forward.
Examples of MBA Capstone Projects
Ucla anderson school of management capstone project.
The MBA program at UCLA Anderson School of Management offers three capstone options: the Global Access Program (GAP), the Business Creation Option (BCO), and Anderson Student Asset Management (ASAM).
In the GAP, students partner with high-growth global companies in a market-entry consulting project. Working in five- to six-person teams, students bid on partnership opportunities, perform five to six months of research, then travel internationally to the partner organization. Combining interviews, meetings, and research, the students develop effective strategic business plans to advance the organization’s growth, and present it to the organization’s executives, potential investors, and industry professionals.
Along the way, students are advised by faculty members who have directed, invested in, and provided consulting services to leading companies worldwide. In the last 20 years, over 3,000 students have completed the GAP, impacting 738 companies across 23 countries.
For students with an entrepreneurship focus, the BCO offers them the chance to launch a company. After taking two prerequisite courses to prepare their business plans, students will work in teams across two academic quarters. Through extensive research, development, and implementation, students will put strategies for every aspect of their business into practice. In three years, the BCO has had 47 teams and launched 24 companies.
The ASAM program is for current and aspiring quants who want experience as successful long-term portfolio managers. Guided by a faculty advisor and oversight committee, students in the ASAM program will select an optimal mix of equity, fixed income, and cash investments. Each four-member team manages approximately $200,000. Students will rotate work roles between that of an executive board member, strategy lead, risk manager, and programmer.
Carnegie Mellon University Tepper School of Business Capstone Project
The MBA program at Carnegie Mellon University Tepper School of Business offers students three different forms of capstone program: Global Study; Strategic Management of the Enterprise; and Management Game.
In the Global Study capstone, MBA students will take a four-week study abroad course in either Mainland China and Hong Kong or Germany. Previous topics of study have included bank lending in China; entrepreneurship in Asia; European economic integration; and operations management in Europe. Each class is complemented with tours of local companies and meetings with local business leaders. Upon completion of the international experience, students return to Tepper to give a final presentation.
The Strategic Management of the Enterprise capstone is an experiential learning course where students are matched with one of several consulting projects to solve business problems faced by partner companies. This is a more traditional capstone program, focused on the practical application of business skills learned through the MBA curriculum. Past clients have included Walmart, P&G, and Ameriprise.
Tepper’s Management Game capstone is an applied management experience. Student teams run a computer-simulated multinational manufacturing company for three years, acting as its executive committee. Taking place at the end of the MBA program’s curriculum, the Management Game capstone focuses on the unstructured nature of business problems and prods students to use all the functional skills they’ve learned so far. External-facing exercises include interaction with industry partners and are related to each student’s career choices.
Uniquely, the Management Game capstone is graded by external professionals on the merit of the results students deliver; students have the chance to receive direct feedback from corporate partners throughout the process.
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MBA Capstone & Thesis | 2022 Guide
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Typically serving as the culminating experience in an MBA program, a capstone or thesis project bridges academic study and professional practice, applying the skills gained from an MBA to real-world business management and research. Thesis projects commonly take a more academic, research-based approach, while capstones focus on the practical side of business, often requiring students to identify and solve problems at real companies.
Capstones require students to synthesize everything they've learned from their MBA programs, serving as their best opportunity to demonstrate understanding of business principles and practices. Andrew Gold, an associate professor of management at Saint Leo University in Florida, puts it plainly: "The capstone is probably the single most important class in the entire program."
This page offers a general guide to MBA capstone and thesis projects. Below, find an overview of the key differences between the two types of projects, typical steps to research and writing, capstone project examples, and answers to common questions -- all accompanied by expert advice from an MBA faculty member.
What's the Difference Between a Capstone and a Thesis?
While a capstone and thesis serve similar functions, most MBA programs distinguish between the two projects. MBAs typically include practicum/internship components, enabling students to gain hands-on experience in professional business environments. Capstones build on this experience, requiring students to develop practical solutions to real-world business problems.
As Gold explains, "The [capstone] is intended to demonstrate that you understand and can apply what you have learned about the various disciplines in the business school and use some creativity to put together comprehensive analyses of complicated, real-life problems."
A thesis generally takes a more academic approach, requiring students to answer a question to contribute new knowledge to the field through a comprehensive research paper. Programs with an academic focus, preparing graduates for research and academic positions, might opt for a thesis over a capstone.
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The MBA Capstone
Broadly, MBA capstones require students to synthesize major program principles to address contemporary business issues, serving to assess overall knowledge and individual skill. As Gold explains, "In addition to demonstrating students' abilities to analyze complex problems, the [capstone] typically shows evidence of creative thinking, critical thinking, and the ability to examine a problem from a variety of functional perspectives." The following sections detail typical capstone components and processes.
The MBA Capstone Process
The MBA Capstone Format
Choosing Your Capstone Topic
Example Topics for Capstone Projects
Business plan for a startup venture, analysis of emerging technology threats, reorganization after corporate downsizing, gamification of sustainability behavior, feasibility and market analysis for a new app.
Completing Your MBA Capstone
- Collapse All
How to Research for Your Capstone
Capstone research often involves a literature review of existing information on a topic, along with original research into the company itself. To address a business problem, students must understand both the general nature of the problem and its specific impact on an organization.
Gold recommends students familiarize themselves with their capstone topics before contacting their organizations with questions: "Get as much information as possible from publicly available sources. Prepare questions in advance."
When conducting interviews, strive for courtesy and professionalism. "Understand that the people you speak with in the company are doing this outside their normal job routine, so make it as easy as possible for them to help you with the least amount of effort on their part," Gold adds. "Be specific with your requests and be very professional."
How to Outline Your Capstone
After conducting initial research, students should create an outline to organize their ideas and prepare to write their capstone papers. Exact organizational strategies vary depending on capstone subject, but most papers begin with an introduction to the company and/or business issue before moving into a more in-depth problem statement. The paper then states capstone goals and objectives, and it describes methods and strategies, a management plan, and a strategy for evaluating the effectiveness of the project.
Gold offers some practical advice for students: "Start with a high-level list of bullet points that will carve out each of the different sections of the project. Then start to narrow down each of the sections. Much of the outline will develop as you start to proceed with the project and there are a variety of templates online that you can also use as a guide."
How to Write Your Capstone
Gold recommends students begin their writing with high-level questions: "What is it that you are trying to answer? Avoid very simple yes/no-type questions, and instead ask questions like, 'How might we' or 'How can we,' that imply more complicated answers. As you hone in your question/topic for your project, then start to think about how you would go about answering the question."
Given that most capstone projects aim to propose solutions to business problems, students should ensure they clearly define the business problem, their strategies for addressing it, and their methods for evaluating strategy effectiveness. Capstone writing should always adopt a professional tone, suitable for academic or business communications, and students can work with faculty to ensure their work meets professional standards.
Capstone Project Workflow Tips
Make realistic goals, divide work into stages, delegate tasks efficiently, use past work as a guide, seek assistance when necessary.
Presenting Your MBA Capstone
How Is an MBA Capstone Graded?
The MBA Thesis
An MBA thesis functions similarly to a capstone in some regards, but the two projects maintain notable differences. While capstones address practical business problems, thesis projects draw on original research to contribute new knowledge to the field of business. This section outlines major components of an MBA thesis.
The MBA Thesis Format
Choosing Your Thesis Topic
Completing Your MBA Thesis
Presenting Your MBA Thesis
How is an MBA Thesis Graded?
Frequently Asked Questions About MBA Capstone
What is an mba capstone project, what are different types of mba capstones, is a capstone course hard, how long does an mba capstone project take, what is a great company for an mba capstone analysis project, what happens if you fail your capstone, is a capstone the same as a thesis, what is the difference between a dissertation and a capstone, is a thesis required for an mba, how long is an mba thesis, meet andrew gold.
Andrew Gold , Ph.D., is an associate professor of management at Saint Leo University in Florida and an adjunct associate professor at the University of North Carolina, teaching managing innovation processes and performance in the online MBA program . He received his bachelor's degree in finance in 1992 from Ohio State University's Fisher College of Business, with a focus on international finance and investments. He received his doctorate in 2002 from the University of North Carolina's Kenan-Flagler Business School, with a focus on strategy and innovation management.
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Lindner College of Business » Academics » Specialized Master's Programs » MS in Marketing » Capstone Projects
Experience-based learning is an integral component of Lindner’s MS Marketing program. Through a capstone project, students partner with an organization to problem-solve something specific to help improve the company’s marketing strategy and execution.
Read on about capstone projects completed by two MS Marketing students during the 2021-22 academic year.
Luke Bowles has a Master’s of Science degree in marketing and a Bachelor of Business Administration degree in finance from the Carl H. Lindner College of Business. Luke works at Procter & Gamble, where he is a senior brand manager on the Bounce brand, responsible for North America delivery.
Capstone: Lindner College of Business, Graduation Experience Redesign
A personalized graduation experience is an important aspect of the student journey at any college or university. The University of Cincinnati hosts a single, university-wide commencement ceremony at the conclusion of every semester. The Lindner College of Business wanted to launch a coordinated experience that kicked off the alumni journey with a meaningful experience for Lindner graduates that supplemented the university’s programming.
Luke Bowles, BBA ’21, MS ’22
Luke and his capstone partner first collaborated with Lindner's leadership to develop core strategic objectives for a successful graduation experience. The project had three phases:
- Perform an audit of past Lindner graduation experiences, along with a research study into the graduation experiences of other business schools and UC colleges.
- Develop and test potential graduation experience concepts with Lindner students and other stakeholders.
- After aligning on a winning experience, develop a pitch deck with ideas and gain approval from Lindner stakeholders.
Ultimately, the project proposed a unique experience to kick off the alumni journey for Lindner graduates, with plans for implementation in spring 2023. In addition to many elements, the revamped experience culminates with an event called “Cheers to the Graduates," an event where graduates and guests gather in Lindner Hall for socializing, optional programming and a toast from the Dean.
Morgan Blaylock holds her Master’s of Science in marketing degree from the Carl H. Lindner College of Business and her Bachelor's of Science in business from Miami University Farmer School of Business. She currently works as a campaign operations associate for 84.51° in Cincinnati. Morgan’s specialties include campaign management, web development and creative design.
Capstone: Steinhauser Printing, Redefining Value
Steinhauser Printing became the leading printing agency in Cincinnati after the recent acquisition of a high-quality printing machine. However, even with the capacity to produce high-quality prints, the company was not receiving the customer acquisition momentum they were anticipating.
Morgan Blaylock, MS ’22
Morgan conducted expert interviews, in-person facility tours of label printers around Cincinnati and fielded surveys through Qualtrics. These methods led her to uncover three key insights:
- Steinhauser Printing was not seen as an industry leader.
- Referrals were crucial in the customer acquisition process.
- Trust surpasses all else when choosing a printing company.
Armed with this knowledge, Morgan recommended a client referral program, personalized starter kits and a charity co-branding with current clients.
The client referral program would lead Steinhauser to foster new relationships and acquire new clients. Additionally, the refined personalized starter kits would build out the current welcome mailer that potential clients receive. Lastly, the charity co-branding would require partnerships with clients to help serve the community, a commitment benefiting all.
For detailed information on the MS Marketing program or to sponsor a capstone project, contact Assistant Professor-Educator Dianne Hardin or Associate Professor of Marketing and Innovation Drew Boyd.
Assistant Professor-Educator , Department of Marketing
2390 Carl H. Lindner Hall
Associate Professor-Educator Marketing and Innovation, Department of Marketing
2553 Carl H. Lindner Hall
Everything begins with an idea!
MBA Capstone Project Ideas
MBA capstone projects are given at the end of your four years of higher education to assess your understanding and ability to implement what you learned during the entire MBA course. You must pass your MBA capstone project if you’re to be awarded a degree certificate. The MBA course revolves around business principles such as economics, marketing, accounting, and finance. The program teaches students about different business principles and how to implement them in real-world situations.
Once your professor forwards the MBA capstone project to your email, you shouldn’t start immediately. Take your time to figure out what exactly the professor wants, including the core points and data that they want to be included in the paper. Now, identify an interesting and resourceful project idea that would make your MBA capstone project a success. Talk with your professor to have an idea of what scholarly journals and books are of relevance in your project writing. Chat with your friends and relatives who have completed their MBA capstone project already to get ideas of what works.
Just ensure the topic you select is not too complicated or straightforward. It should be interesting and resourceful. Finding it hard deciding which capstone topic to use, check out these 37 MBA capstone project ideas by Topic Base.
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Real World Consulting
The Curry College MBA coursework culminates in a Capstone project where the entire MBA cohort works as a team of consultants to an area organization on an applied research project. Under the guidance of the faculty mentors and the business consultancy partner, the cohort defines, analyzes, and develops innovative, data-driven solutions to address major business issues confronting the organization. This complex, multilayered Capstone project provides the MBA students an invaluable opportunity to integrate their newly acquired knowledge, skills, and competencies across diverse business functions and apply their acquired analytical skills to a real life business issue. The Capstone project ends with the entire cohort providing a compelling business presentation to the sponsoring organization, faculty, family, and friends at the program celebration event.
The Capstone Course is where you and your cohort team collaborate with a faculty mentor and serve as consultants on an actual multi-layered project for an area business.
MBA Capstone Project Business Partners:
Project Objective: To help drive an increase in sales of Hasbro Gaming's popular Scrabble. The MBA cohort focused on developing a marketing plan that would create excitement and anticipation leading up to Scrabble's 70-year anniversary in 2018, and beyond; Client Deliverables: The MBA cohort provided a presentation and manuscript that included an industry analysis, review of best practices of competition, and an assessment of Scrabble's competitiveness. The team also formulated recommendations in the form of a marketing implementation plan, complete with key performance indicators for future assessment.
Ent. Mgmt. Complex
Project Objective: To make a significant impact to the future of Entertainment Management Complex, the operators of Campanelli Stadium, home of the Brockton Rox, and The Shaw's Center, a 15,000-square-foot function facility adjacent to the stadium. The MBA cohort set out to identify areas of growth outside of the baseball season; Deliverables: MBA students provided a comprehensive review of the industry environment which included an analysis of competition, a strategic marketing plan, a sustainable budget, and an assessment of suggested operational processes with a focus on cost control and financial reporting - a 300-page manuscript with in-depth recommendations for consideration.
Project Objective: To gain awareness for the Cisco brands outside of Nantucket and the New England area, and to research new locations for expansion; Client Deliverables: The MBA cohort highlighted their recommendations from their 300-page manuscript. The cohort reviewed best practices in the craft brewery industry regarding operations, marketing, human resources and finance. The Cohort then considered new and innovative marketing ideas to help strengthen Cisco's brand awareness. Importantly, the team conducted research for expansion, exploring possible locations that would accommodate and capture the Cisco "vibe".
Project Objective: To build a framework for a three-year business development plan and strategy, including an architecture of tactics to drive sales and increase market share; Client Deliverables: The MBA cohort provided a presentation and manuscript detailing recommendations for inspiring and influencing Reebok's key consumer groups. With a focus on relaunching the company's redesigned delta logo, the team identified the largest opportunities that will have the highest return on investment.
Project Objective: How can Polartec respond to increased demand for new marketing opportunities and improve on internal structures? To remain competitive and continue to be a favored textile producer, they must have a greater understanding of the competition and evaluate its position in the industry; Client Deliverables: The MBA cohort offered recommendations for opportunities and implementation strategies on topics including global supply chain and material sourcing, customer analysis, and competitor analysis. The cohort team referenced best practices to conceptualize a competitive intelligence directory and library.
South Shore Chamber
Project Objective: With an emphasis on economic assessment, how can the South Shore Chamber of Commerce create and maintain economic growth?; Client Deliverables: The Curry cohort presented a situational analysis of South Shore communities to determine strategic options in developing and maintaining economic growth. Specific analysis focused on attraction and retention of knowledgeable young workers in specific regions of the South Shore. The team recommended concentrating on key research areas such as partnerships, education, workforce development, and downtown development.
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