Module BUSI3471: Strategic Marketing Consulting Project

Department: Management and Marketing

BUSI3471: Strategic Marketing Consulting Project

Prerequisites

• None.

Corequisites

• BUSI3191 Global Marketing OR BUSI3201 Social Marketing, Ethics and Sustainability OR BUSI3221 Retail and Services Marketing OR BUSI3371 Influencer Marketing Strategies OR BUSI3431 Consumer Power.

Excluded Combination of Modules

• BUSI3242 Dissertation in Marketing AND BUSI3322 Behavioural Science Marketing Project.

Aims

• To provide students with:-
• experience of identifying a strategic issue/problem in marketing that is amenable to empirical investigation
• formulating the research question, identifying and appropriately dealing with ethical issues associated with marketing research, employing appropriate methods of investigation and analysis
• interpreting the results in light of relevant work and marketing theory.

Content

• Students are expected to build on the skills acquired during the earlier part of the programme to carry out an investigation in marketing
• Students will normally work in pairs or small groups supervised by a member of staff
• It is anticipated that most projects will take the form of an empirical investigation, though it is possible for students to pursue relevant non-empirical projects (e.g. using secondary data sources) with the written permission of the Module Leader
• Students may undertake a self-sourced strategic marketing project with a real-world commercial or non-commercial organisation with the written permission of the Module Leader
• Clear presentation of results and appropriate analyses are very important, and critical evaluation relating findings to existing literature must be included
• The project report is written up as a consultancy report approximating the form and standard found in marketing agencies
• Students normally collect data working in their pairs (or small groups), but must write up the project report individually.

Learning Outcomes

• Good written communication skills as evidenced by clear, well-written project adopting high scientific standards and conforming to a journal style
• Detailed knowledge of specialist areas of marketing including current theory, evidence, and research methods.

• The ability to locate, read and review a body of research evidence
• Critical evaluation of the quality of evidence and arguments
• Interpret theoretically, and evaluate the significance of, empirical work within a specific area
• Follow through an empirical investigation and by means of an agreed research method
• Demonstrate competence in the selection and application of appropriate statistical procedures, and an understanding of their limitations
• Reflect critically upon the strengths and weaknesses of the chosen design and the validity of conclusions reached.

• Effective written communication skills
• Planning, organising and time management skills
• Problem-solving and analytical skills
• The ability to use initiative
• Advanced skills in the interpretation of data
• Advanced computer literacy skills.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Students complete their project work under the supervision of an experienced researcher. This approach enables students to experience formulating, designing, and conducting a piece of research with appropriate supervision and guidance. Independent study is required at all stages of the project
• The design of the project is discussed in detail with the supervisor in one or more sessions and, during the running of the project, the supervisor is regularly informed by students of progress, by discussion or by email. Supervisory meetings provide advanced research training and the opportunity to engage in discussion which encourages students to think critically
• The written project report allows students to demonstrate their evaluative, analytical and research skills in a single comprehensive piece of work
• Supervisors provide formative feedback on a draft section of the project (excluding the discussion section) submitted prior to the final deadline to help refine the report and extend students' analytical abilities and theoretical understanding

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

A mock ethics application form which will require students to write a short overview of the study/research questions, as well as outline the study design (including details on potential participants, inclusion/exclusion criteria, recruitment methods, study method and procedure, and data protection procedures). Students also have the opportunity to gain feedback on a single draft of the introduction, methods and results section of their dissertation.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University