Marketing in Practice
Module title | Marketing in Practice |
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Module code | BEMM215 |
Academic year | 2025/6 |
Credits | 30 |
Module staff | Dr Alby Kurian (Convenor) |
Duration: Term | 1 | 2 | 3 |
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Duration: Weeks | 3 |
Number students taking module (anticipated) | 40 |
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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 Activities | Guided independent study | Placement / study abroad |
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12 | 288 | 0 |
Details of learning activities and teaching methods
Category | Hours of study time | Description |
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Client briefing | 4 | Client/agency outlines and discusses brief |
Academic briefing | 4 | Lead academic outlines related frameworks/theories |
Discussion sessions | 4 | Students discuss ideas with lead academic and online Q&A |
Guided independent study. | 288 | Reading and preparation for the assessments and sessions |
Formative assessment
Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
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Group discussion and feedback | 30 mins | 1-3, 6 | Oral |
Summative assessment (% of credit)
Coursework | Written exams | Practical exams |
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100 | 0 | 0 |
Details of summative assessment
Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
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Group presentation | 10 | 15 minutes | 1-6 | Written |
Individual report 1 | 30 | 2500 words | 1-5 | Written |
Individual report 2 | 60 | 4500 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 |
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Group presentation | Reflective report (1000 words, 10%) | 1-6 | Referral/deferral period |
Individual report 1 | Individual report (2500 words, 30%) | 1-5 | Referral/deferral period |
Individual report 2 | Individual report (4500 words, 60%) | 1-5 | Referral/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
Credit value | 30 |
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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 |