Module Catalogue 2024/25

Pre Requisite Comment

If the number of students wishing to take the module exceeds the cap, then participation in the module will be determined by the Stage 2 average mark achieved.

Co Requisite Comment

N/A

Aims

This module aims to help you experience life as a professional marketer, working with a live client on their project and also offers an alternative module to the Marketing Dissertation (MKT3096) and other capstone modules.

This module also aims to provide you with an opportunity to:
1.       Appreciate and gain an understanding of the application of theory and practice of marketing consultancy whilst working with a live client to investigate and research a real life marketing issue.
2.       Evaluate empirical evidence and marketing management information to inform your understanding of classical and contemporary marketing practices and thought;
3.       Appreciate the complexities and constant change in addressing marketing and organisational needs in a challenging environment;
4.       Evaluate different research informed recommendatons for future action whilst understanding of how marketing theories relate to the real world situations. Primary and secondary market research will be undertaken leading to the development of a strategic and operational marketing plan for your live client.
5.       By working in teams, you will also be able to develop your leadership skills and appreciate ethical aspects inherent in marketing/management decision making. You will also gain evidence of first-hand practical experience which will help enhance your future employability/skills.

Outline Of Syllabus

The Consultancy Role:
- what marketing consultancy is;
- how the marketing consultancy role can be defined, and which typical responsibilities and activities are included;
- challenges, risks and pitfalls of the marketing consultancy role.

The Consultancy Cycle:
- the principles and stages a model for managing the consultancy cycle;
- the consultancy cycle and typical inputs and deliverables for each stage of the cycle;
- the diversity of consultancy interventions and approaches;
- the importance of scoping interventions effectively and agreeing clear contracts with clients;
- problems, risks and issues which may arise during each phase of the consultancy cycle.

The Client Relationship:
- methods of establishing credibility and engaging your client;
- the principles of consultation and negotiation in managing clients;
- the importance of professionalism, ethics and confidentiality in building and maintaining client relationships.

Communication for Consultants:
- the importance of effective communication;
- the principles and processes of effective communication;
- listening and questioning techniques to help understand issues and problems;
- different forms of verbal and non-verbal behaviour and their appropriate uses;
- planning and managing meetings effectively.

Effective Project Delivery:
- the importance of planning and managing a project (the impact of poor project planning and management on consultancy projects);
- the components of a project plan;
- the need for effective budgeting of time and resources;
- the role of quality assurance;
- applying personal time management techniques within the project context;
- potential risks to effective project completion.

Structured Research and Analysis:
- the importance of clearly identifying the client issue, applying a structured approach and selecting appropriate analytical tools and techniques;
- the importance of confidentiality when dealing with sensitive information;
- applying a range of simple, recognised data gathering, problem solving and analytical tools and techniques (such as PESTLE, SWOT etc.) to achieve agreed outcomes;
-presenting the results of research and analysis both orally and in writing.

Self Assessment:
- Belbin assessment
- Working styles assessment

Intended Knowledge Outcomes

On completion of this module students will be able to:

- appraise the consultancy role and explain the challenges, risks and pitfalls involved;
- illustrate the principles and stages of the consultancy cycle;
- explain methods of engaging with the client and the importance of professionalism, ethics and confidentiality;
- apply the principles and processes of effective communication;
- prepare a plan and manage a real life project;
- explain the importance of selecting appropriate analytical tools and techniques;
- reflect on working in a team and understand how to improve future team working performance.

Intended Skill Outcomes

On completion of this module students will be able to:
- select an appropriate style of consultancy intervention;
- establish credibility and manage the client’s expectations of the intervention;
- research and identify the client’s needs effectively;
- identify potential risks to effective project completion;
- apply appropriate communication skills to clarify understanding of issues and problems;
- plan and manage meetings competently;
- apply relevant project management skills including personal time management;
- demonstrate a range of data gathering, problem solving and analytical tools and techniques;
- present the results of research and analysis both orally and in writing;
- reflect on the whole process of team working and the future of work.

Teaching Rationale And Relationship

The lecture materials will cover the students’ knowledge of the marketing consultancy role, market, cycle etc. and the personal skills required to manage and carry out a consultancy intervention effectively.

Research work will involve the primary and secondary consultancy research and private study will involve individual learning, marketing report preparation and reflection of learning.

Assessment Rationale And Relationship

The elements being assessed i.e. the writing of a Marketing Group Report and the reflection on effective consultancy skills development, are seen as the two most important elements in this Marketing Consultancy Project module. These assessment methods are deemed appropriate in supporting the aims of the module and in the achievement of the intended knowledge and skills outcomes.

Students will be required to submit two pieces of work over the course of the year.

Semester 2:
(1) Group Marketing Consultancy Report (Client Report and Research Portfolio - due in March) Group Situational Analysis, Conclusions and Recommendations of the live client’s brand, 8,000 words maximum per group for Client Report. Group Report includes the Client Report (8000 words) and Research Portfolio (not word counted) to include:
- Primary and secondary research.
- Setting strategic objectives.
- Developing research informed recommendations for the strategic marketing plan.
- Developing recommendations for the operational marketing mix.
- Critical evaluation of the analytical tools adopted and literature linked to topic.

Group Report (Client Report and Research Portfolio) plus a Infographic Poster Presentation to the live client/teaching team = 50% of the marks allocated.

NB: Marks from the Marketing Consultancy Report will be adjusted from the group mark to create individual marks based on Peer Group Assessment (PGA). Practice version offered.

(2) Individual Reflective Report of 3500 words - due in May - 50% of the marks allocated.

General Notes

N/A