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Study information

Marketing in Practice

Module titleMarketing in Practice
Module codeBEMM215
Academic year2025/6
Credits30
Module staff

Dr Alby Kurian (Convenor)

Duration: Term123
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 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.   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

Days 2–9

  • 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.

Students will then work independently writing up a 2,500-word report and a 4,500-word 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.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad
122880

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Client briefing4Client/agency outlines and discusses brief
Academic briefing4Lead academic outlines related frameworks/theories
Discussion sessions4Students discuss ideas with lead academic and online Q&A
Guided independent study.288Reading and preparation for the assessments and sessions

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group discussion and feedback30 mins1-3, 6Oral

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
10000

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group presentation1015 minutes1-6Written
Individual report 1302500 words1-5Written
Individual report 2604500 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 presentationReflective report (1000 words, 10%)1-6Referral/deferral period
Individual report 1Individual report (2500 words, 30%)1-5Referral/deferral period
Individual report 2Individual report (4500 words, 60%)1-5Referral/deferral period

Re-assessment notes

Deferral – if you miss an assessment for certificated reasons judged acceptable by the Mitigation Committee, you will normally be either deferred in the assessment or an extension may be granted. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.

Referral – if you have failed the module overall (i.e. a final overall module mark of less than 50%) you will be required to submit a further assessment as necessary. If you are successful on referral, your overall module mark will be capped at 50%.

Indicative learning resources - Basic reading

Basic reading:

  • ELE
  • 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

15

Module pre-requisites

This module is available to MSc Marketing and MSc Digital Marketing students only.

NQF level (module)

7

Available as distance learning?

No

Origin date

02/02/2019

Last revision date

27/05/2025