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University of Exeter Business School

Marketing in Practice

Module titleMarketing in Practice
Module codeBEMM215
Academic year2023/4
Module staff

Dr Alby Kurian (Convenor)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


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.

Module aims - intentions of the module

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.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 3. Demonstrate problem-solving skills and creative thinking
  • 4. Design and carry out research under data and time constraints

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 5. Professional and succinct oral and written presentation of work
  • 6. Demonstrate a collaborative mindset

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.

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 2 hoursClient/agency outlines and discusses brief
Academic briefing4 x 1 hourLead academic outlines related frameworks/theories
Discussion sessions4 x 1 hourGroups discuss ideas with lead academic & online Q&A

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion and feedback2 x 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 1815 minutes1-6Written
Group presentation 21215 minutes1-6Written
Individual report 1352500 words1-5Written
Individual report 2452500 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 Reflective report 1, 1000 words (8%)1-6Relevant ref/def period
Group presentation 2Reflective report 2, 1000 (12%)1-6Relevant ref/def period
Individual report 1 Individual report, 2500 words (35%)1-5Relevant ref/def period
Individual report 1 Individual report , 2500 words (45%)1-5Relevant ref/def period

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

Key words search

Marketing, Consultancy, Marketing Research

Credit value30
Module ECTS


Module pre-requisites

This module is available to MSc Marketing & MSc Digital Marketing students only

NQF level (module)


Available as distance learning?


Origin date


Last revision date