Marketing in Practice
| Module title | Marketing in Practice |
|---|---|
| Module code | BEMM215 |
| Academic year | 2020/1 |
| Credits | 30 |
| Module staff | Dr Lindsay Stringfellow (Convenor) Dr Mihaela Bishop (Lecturer) Ms Jill Nurse (Lecturer) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 3 |
| Number students taking module (anticipated) | 40 |
|---|
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.
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
Monday: 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.
Friday: Students present their work in a ten minute presentation assessed by industry and academic representatives.
This schedule will be repeated three times, with three different company/agency briefs 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. The best three reports will be forwarded to the company/agency for their feedback. Submission of individual reports will be staggered in the period following the end of term 3.
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 | 3x 2 hour | Client/agency outlines and discusses brief |
| Academic briefing | 3x 1 hour | Lead academic outlines related frameworks/theories |
| Discussion sessions | 3x 1 hour | Groups discuss ideas with lead academic |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Discussion and feedback | 2x 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 | 15 | 3x10 minutes | 1-6 | Written |
| Individual Report | 85 | 3x 2000 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 | reflective report | 1-6 | |
| Individual Report | Individual Report | 1-5 |
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.
| Credit value | 30 |
|---|---|
| Module ECTS | 15 |
| Module pre-requisites | none |
| Module co-requisites | BEMM148, BEMM115, BEMM166, BEMM120 |
| NQF level (module) | 7 |
| Available as distance learning? | Yes |
| Origin date | 02/02/2019 |
| Last revision date | 17/09/2020 |