Module
Marketing in Practice
Module description
This module draws upon the skills and knowledge that you have obtained across your taught modules on the MSc Marketing or MSc Digital Marketing, and directs these towards a range of practical business/marketing problems. Working in small learning teams, you will act as a consulting team to tackle real company briefs/simulations that address particular marketing problems. You will work on these briefs intensively , delivering a short group pitch that will be judged by a panel of academic and industry experts. You will also submit an individual report for each brief summarising your findings and key recommendations for the company.
Full module specification
| Module title: | Marketing in Practice |
|---|---|
| Module code: | BEMM215 |
| Module level: | M |
| Academic year: | 2023/4 |
| Module lecturers: |
|
| Module credit: | 30 |
| ECTS value: | 15 |
| Pre-requisites: | This module is available to MSc Marketing & MSc Digital Marketing students only |
| Co-requisites: | |
| Duration of module: |
Duration (weeks) - term 3: 3 |
Module aims
This module is integrative and aims for students to demonstrate that they can apply marketing theory in real-life practice. Working under time pressure, and in teams, the module will allow you to demonstrate that you have acquired the key skills and knowledge required for a career in marketing. This module encompasses a range of requirements in terms of primary and secondary research, oral and written presentation skills, and an ability to apply marketing theory in complex real-life situations.
ILO: Module-specific skills
- 1. Perform a consultancy-style investigation of a business problem using appropriate data collection and analytical techniques
- 2. Demonstrate the ability to select and apply appropriate marketing theories and frameworks
ILO: Discipline-specific skills
- 3. Demonstrate problem-solving skills and creative thinking
- 4. Design and carry out research under data and time constraints
ILO: Personal and key skills
- 5. Professional and succinct oral and written presentation of work
- 6. Demonstrate a collaborative mindset
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 12 | 288 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Client briefing | 2 x 2 hours | Client/agency outlines and discusses brief |
| Academic briefing | 4 x 1 hour | Lead academic outlines related frameworks/theories |
| Discussion sessions | 4 x 1 hour | Groups discuss ideas with lead academic & online Q&A |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Discussion and feedback | 2 x 30 mins | 1-3, 6 | Oral |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Group presentation 1 | 8 | 15 minutes | 1-6 | Written |
| Group presentation 2 | 12 | 15 minutes | 1-6 | Written |
| Individual report 1 | 35 | 2500 words | 1-5 | Written |
| Individual report 2 | 45 | 2500 words | 1-5 | Written |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Group presentation 1 | Reflective report 1, 1000 words (8%) | 1-6 | Relevant ref/def period |
| Group presentation 2 | Reflective report 2, 1000 (12%) | 1-6 | Relevant ref/def period |
| Individual report 1 | Individual report, 2500 words (35%) | 1-5 | Relevant ref/def period |
| Individual report 1 | Individual report , 2500 words (45%) | 1-5 | Relevant ref/def period |
Syllabus plan
Simulating the consultancy environment, these projects are fast paced and involve extensive teamwork. An indicative schedule will be:
Day 1
- Project brief provided by the company
- Follow up academic support session
Day2 –9
- Students work in in small groups to develop their presentation
- Group feedback meetings with the academic lead can be scheduled
Day 10
- Students outline their proposal in a short presentation, assessed by industry and academics
Students will then work independently writing up a 2,500 words report which includes an executive summary, an overview of the brief/background/context, a justification for the research conducted and an explanation of your findings, your key recommendations, conclusions and limitations, Feedback from the oral presentation should be taken into account.
This process is then repeated for subsequent projects.
Indicative learning resources - Basic reading
Basic reading:
- Web based and electronic resources: including but not limited to resources such as company and industry reports, Office for National Statistics, reputable business news websites, University-published resources etc
Module has an active ELE page?
Yes
Origin date
02/02/2019
Last revision date
26/04/2023