MKT3097 : Marketing Consultancy Project
- Module Leader(s): Mr Stuart Challinor
- Owning School: Newcastle University Business School
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 real client.
This module will substantially enhance your curriculum vitae by providing evidence of:
1. Practical applied marketing experience with a real client
2. Team-working
This module requires a substantial amount of group work and requires total commitment of participants to the team and other components of the module. As the module is team-based this facilitates the development of personal key skills in a team-working environment.
The module aims to support the Business School's engagement strategy which seeks to support local businesses and other organisations. Clients have included the public sector (e.g. Northumbria Police, North Tyneside Adult Learning Alliance, St Oswald’s Hospice, Northumberland Sport) and regional private SMEs (e.g. Natural Empathy (allergen-free cosmetics), Daisy Green (green online magazine) and regional associations (e.g. Alnwick Tourism Association, Bellingham Heritage Centre and Kielder Observatory).
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.
Outline Of Syllabus
Effective team-working
Effective consultancy
Belbin: psychometric testing
Merrill-Reid: inter-personal skills in a team environment
Emotional intelligence
Project planning and time management
Thought-showers and creativity
Oral presentation skills
Primary and Secondary marketing research
Strategic Marketing Planning
Experiential learning and the End of Strand reflection
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 75:00 | 75:00 | Written report to client |
| Scheduled Learning And Teaching Activities | Lecture | 8 | 2:00 | 16:00 | N/A |
| Guided Independent Study | Directed research and reading | 1 | 100:00 | 100:00 | Secondary and primary research |
| Scheduled Learning And Teaching Activities | Practical | 3 | 2:00 | 6:00 | N/A |
| Scheduled Learning And Teaching Activities | Workshops | 1 | 3:00 | 3:00 | N/A |
| Guided Independent Study | Independent study | 1 | 200:00 | 200:00 | Personal reflection: 'Effective Team-working' |
| Total | 400:00 |
Teaching Rationale And Relationship
Lectures provide new knowledge: Belbin psychometric profiling, effective team-working, market research, formative peer eeview process, structure of the report, emotional intelligence, Merrill-Reid personality profiling, summative peer review.
Workshop: client briefs to students.
Small-group supervision: formative assessment of team oral presentations to the client: project proposal, project progress report, oral presentation of the written report.
Practicals: specialist topics: creativity and project management.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Report | 2 | M | 50 | Team report to client. Business report format. Indicative word content 25,000 words. |
| Written exercise | 2 | M | 50 | Individual 'Reflection on Effective Team-Working.' Maximum of 5,000 words. |
Assessment Rationale And Relationship
Team Report assesses extent to which the team project contributes to the client’s brief.
Individual reflection assesses experiential learning with respect to effective team-working and effective marketing consultancy.
Reading Lists
- Reading List Website : rlo.ncl.ac.uk
- MKT3097's Reading List
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT3097's Timetable
Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.
