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Through this project, students are expected to demonstrate:
• the ability to conceptualize in the marketing discipline at an abstract level;
• mastery of a specific content area of the marketing literature;
• the ability to identify important gaps in the marketing literature;
• the ability to develop interesting research questions and to employ suitable research methods to
investigate those questions;
• the ability to incorporate the insights of others into their frameworks and conceptualizations;
• the ability to effectively communicate their ideas.
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