Overview:
- Credits:
- 30.0
- Level:
- 4
- Semester:
- Year-long (12 months)
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Professor Damien McLoughlin
MKT40750 Applied Marketing Projects
Academic Year 2023/2024
A practical marketing projects module specifically using the techniques of action learning. The purpose of the module is to allow graduate students to develop original insights on the practice of marketing by acting as marketing professionals working on projects for client organisations and on internal projects. The opportunity to apply the theories and tools learned in the graduate classroom is to the fore. Specific content covered include: Understanding and negotiating client needs; Building effective project plans and proposals; Developing customer understanding and relevant insights: Developing effective marketing strategy from customer insight.Show/hide contentOpenClose All
Curricular information is subject to change
Learning Outcomes:
There are four learning outcomes for this module;
1. Conduct research into subject issues and gather evidence / information from pertinent sources.
2. Evaluate the usefulness of contemporary theoretical frameworks to solve complex unstructured marketing problems. Further to this the learning outcome should develop the students ability to draw on valid evidence available to develop coherent and logical argument with a view to enhancing current marketing theory / practice.
3. Research & report on a specific marketing topic and present the key findings orally and in writing to key stakeholders.
4. Operate effectively in teams and demonstrate self direction when completing projects.
1. Understanding client needs
2. Developing effective clients briefs
3. Gathering useful customer and market research
4. Building insights from research
5. Building strategy from insights
6. Communicating strategy innovations
7. Reflective learning
| Student Effort Type | Hours |
|---|---|
| Lectures | 1,000 |
| Total | 1,000 |
Requirements, Exclusions and Recommendations
Not applicable to this module.
Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy
| Description | Timing | Component Scale | % of Final Grade | ||
|---|---|---|---|---|---|
| Continuous Assessment: Project Delivery - Analysis and Output | Throughout the Trimester | n/a | Graded | No | 20 |
| Continuous Assessment: Individual Contribution | Throughout the Trimester | n/a | Graded | No | 20 |
| Continuous Assessment: Project Execution | Throughout the Trimester | n/a | Graded | No | 30 |
| Continuous Assessment: Skills Application | Throughout the Trimester | n/a | Graded | No | 20 |
| Continuous Assessment: Project Learnings/Reflection | Throughout the Trimester | n/a | Graded | No | 10 |
| Remediation Type | Remediation Timing |
|---|---|
| In-Module Resit | Prior to relevant Programme Exam Board |
Feedback Strategy/Strategies
• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities
• Self-assessment activities
How will my Feedback be Delivered?
Not yet recorded.
| Name | Role |
|---|---|
| Professor Damien McLoughlin | Lecturer / Co-Lecturer |
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