MKT40750 Applied Marketing Projects

Academic Year 2022/2023

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.

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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.

Indicative Module Content:

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




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Project Delivery - Analysis and Output Throughout the Trimester n/a Graded No


Continuous Assessment: Individual Contribution Throughout the Trimester n/a Graded No


Continuous Assessment: Project Execution Throughout the Trimester n/a Graded No


Continuous Assessment: Skills Application Throughout the Trimester n/a Graded No


Continuous Assessment: Project Learnings/Reflection Throughout the Trimester n/a Graded No


Carry forward of passed components
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
Year Long (12 months - Sep)
Project Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Wed 09:00 - 10:50
Project Offering 1 Week(s) - 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48 Wed 09:00 - 10:50
Project Offering 1 Week(s) - Autumn: All Weeks Wed 09:00 - 10:50
Year Long (12 months - Sep)

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