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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, and directs these towards a range of practical business/marketing problems. Working in small learning teams, you will act as a consulting team addressing three real company briefs that address particular marketing problems. You will work on these briefs intensively over one week, delivering a short group pitch that will be judged by a panel of academic and industry experts. This will occur for all three briefs. You will also submit an individual report for each brief summarising your findings and key recommendations for the company.

Assessment note: If three case studies cannot be secured, this module will revert to two group presentations (the first weighted at 8% and the second at 12%) and two individual reports (the first weighted at 35% and the second 45%)

Full module specification

Module title:Marketing in Practice
Module code:BEMM215
Module level:M
Academic year:2023/4
Module lecturers:
  • Ms Jill Nurse - Lecturer
Module credit:30
ECTS value:





BEMM148, BEMM115, BEMM166, BEMM120

Duration of module: Duration (weeks) - term 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 ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Client briefing2 x 1-2 hoursClient/agency outlines and discusses brief
Academic briefing2 x 1 hourLead academic outlines related frameworks/theories
Discussion sessions2 x 30 minsGroups discuss ideas with lead academic

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion and feedback2x 30 mins1-3, 6Oral

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group presentation 1610 minutes1-6Written
Group presentation 2610 minutes1-6Written
Group presentation 3810 minutes1-6Written
Individual Report 1252000 words1-5Written
Individual Report 2252000 words1-5Written
Individual Report 3302000 words1-5Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Group presentation 1 (6%)Reflective report 1 (6%)1-6Aug/Sept Ref/Def period
Group presentation 2 (6%)Reflective report 2 (6%)1-6Aug/Sept Ref/Def period
Group presentation 3 (8%)Reflective report 3 (8%)1-6Aug/Sept Ref/Def period
Individual Report 1 (25%)Individual Report (25%)1-5Aug/Sept Ref/Def period
Individual Report 2 (25%)Individual Report (25%)1-5Aug/Sept Ref/Def period
Individual Report 3 (30%)Individual Report (30%)1-5Aug/Sept Ref/Def period

Re-assessment notes

If three case studies cannot be secured, this module will revert to two group presentations (the first weighted at 8% and the second at 12%) and two individual reports (the first weighted at 35% and the second 45%)

Syllabus plan

Companies/marketing agencies will come in and provide a brief and any relevant data that can be shared with the students, followed by a Q&A session. Academic session lead will follow up with a brief outline/review of relevant academic theories and frameworks.

Students work intensively on the brief throughout the week, and can arrange 2x 30 minutes of meeting with academic lead to get feedback.

Students present their work in a presentation assessed by industry and academic representatives.

This schedule will be repeated for each brief, covering different aspects of marketing e.g. product innovation, consumer behaviour, digital/marketing communication, growth strategy etc.

Students will then work independently writing up a 2,000 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. Support will be offered from the academic lead. Submission of individual reports will be staggered in the period following the end of term 3.

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.

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