Undergraduate

modules

Modules

MKT3097 : Marketing Consultancy Project

Semesters
Semester 1 Credit Value: 20
Semester 2 Credit Value: 20
ECTS Credits: 20.0

Aims

Experience life as a professional marketer: undertake primary and secondary market research leading to the development of a strategic and operational marketing plan for a virtual client (academic mentor).

Apply marketing and related theories derived from earlier modules to a contemporary marketing case study thus providing participants with evidence of first-hand practical experience in order to enhance their employability.

Students develop an applied understanding of the main driving forces of change and their application to a specific business or organisational market sector. They develop a strategic and operational marketing plan for the organisation.

Students choose from a selection of virtual clients and associated markets and brands,

In Semester One the focus is on undertaking secondary research and analysis on the virtual client’s market sector.

In Semester Two the focus is on undertaking primary research and analysis in order to create a strategic and operational marketing plan for the virtual client’s brand.

Outline Of Syllabus

Semester One: Situation Review of the Market Sector

Research ethics and the marketing research process
The external, macro environment: PESTLE analysis
The internal. micro environment: competitive analysis – Porter’s extended ‘5 forces’ model
Market size, growth and the strategic advantage of market share
Supply chain: membership and functions performed
Comparative advantage: Porter’s generic strategies matrix – Miller’s ‘Best Value’ hybrid
Critical evaluation of the analytical tools adopted


Semester Two: Analysis, Conclusions and Recommendations for the clients brand)

Primary research (students participate in tutor-moderated focus groups)
Individual depth interviews
Questionnaires      
Setting strategic objectives: the Ansoff matrix
Setting strategic objectives: portfolio analysis – Boston Consultants Matrix and multifactor planning models
Developing the strategic marketing plan
Developing the operational marketing mix.
Critical evaluation of the analytical tools adopted

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion1181:00181:00Semester 2 report
Guided Independent StudyAssessment preparation and completion1181:00181:00Semester 1 report
Scheduled Learning And Teaching ActivitiesLecture142:0028:00Recapitulation of marketing theories
Scheduled Learning And Teaching ActivitiesPractical61:006:00With the virtual client
Scheduled Learning And Teaching ActivitiesWorkshops12:002:00Tutor-led focus group
Scheduled Learning And Teaching ActivitiesWorkshops12:002:00Client brief
Total400:00
Teaching Rationale And Relationship

There will be a series of lectures, workshops and supervisory tutorials held throughout Semesters 1 and 2. Students are in control of their learning and progress in their project. Development of specific subject and cognitive skills are introduced in lectures and workshops. Students are expected to participate actively and positively in the teaching/learning environment. The project is the written evidence of the student’s ability to conduct and report an in-depth marketing and marketing management investigation appropriate to accreditation of learning assessment.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Report1M505000 words maximum. Individual Business Report. Market sector situation review.
Report2M505000 words maximum per student. Group Business Report. Brand analysis, conclusions and recommendations.
Assessment Rationale And Relationship

Students will be required to submit TWO pieces of work over the course of the year:

1. Semester 1: Individual Market Situation Review, 5.000 words maximum
The external, macro environment: PESTLE analysis
The internal. micro environment: competitive analysis – Porter’s extended ‘5 forces’ model
Market size, growth and the strategic advantage of market share
Supply chain: membership and functions performed
Comparative advantage: Porter’s generic strategies matrix – Miller’s ‘Best Value’ hybrid
Critical evaluation of the analytical tools adopted

2. Semester 2: Group Analysis, Conclusions and Recommendations of the virtual client’s brand, 5,000 words maximum per student
Primary research (students participate in tutor-moderated focus groups)
Individual depth interviews
Questionnaires
Setting strategic objectives: the Ansoff matrix
Setting strategic objectives: portfolio analysis – Boston Consultants Matrix and multifactor planning models
Developing the strategic marketing plan
Developing the operational marketing mix.
Critical evaluation of the analytical tools adopted

Reading Lists

Timetable