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MKT3097 : Marketing Consultancy Project

  • Offered for Year: 2020/21
  • Module Leader(s): Mrs Fiona Thompson
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 20
Semester 2 Credit Value: 20
ECTS Credits: 20.0


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 aims to provide an introduction to the theory and practice of marketing consultancy whilst working with a live client to investigate and research a live issue and provide a marketing report including recommendations for future action. It will provide an understanding of how marketing theories relate to the real world situations by carrying out a marketing consultancy project for a real life client thereby supporting the University’s links with business and promoting employer engagement. As part of the project you will undertake primary and secondary market research leading to the development of a strategic and operational marketing plan for your live client.
By working in groups, you will also be able to 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. By undertaking this module, students will also develop an applied understanding of the main driving forces of change and their application to a specific business or organisational market sector.

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 SWOT, PESTLE, etc) to achieve agreed outcomes;
-presenting the results of research and analysis both orally and in writing.

Self Assessment:
-Belbin assessment
-Working styles assessment

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture52:0010:00Lectures
Guided Independent StudyAssessment preparation and completion129:0029:00N/A
Guided Independent StudyDirected research and reading1171:00171:00Semester 1 & 2 Individual Essay and Reflective report
Scheduled Learning And Teaching ActivitiesPractical22:004:00Client meetings
Scheduled Learning And Teaching ActivitiesSmall group teaching80:304:00Tutorials
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00Tutorials
Scheduled Learning And Teaching ActivitiesFieldwork176:0076:00N/A
Guided Independent StudyIndependent study1100:00100:00N/A
Teaching Rationale And Relationship

The lectures 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.
Fieldwork will involve the primary consultancy research and private study will involve individual learning, marketing report preparation and reflection of learning.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Report2M508000 words per group. Group Marketing Consultancy Report - Client Report and Research Portfolio.
Report2M50Individual Reflective Report of 2500 words.
Formative Assessments
Description Semester When Set Comment
Essay1MFormative feedback
Aural Examination1MOral feedback on group project progress
Aural Examination2MOral feedback on group project progress
Aural Examination1MOral feedback
Aural Examination2MOral feedback
Assessment Rationale And Relationship

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.
Primary research (students participate in moderated focus groups)
Individual depth interviews
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

NB: Marks from the Marketing Consultancy Report to the client will be adjusted from the group mark based on Peer Group Assessment(PGA).

(2) Individual Reflective Report of 2500 words - due in May

Reading Lists