AERD40110 Group Project

Academic Year 2021/2022

The project aims to provide graduates with practical business experience by providing them the opportunity to work on a real business problem/opportunity faced by the client company. The project will require graduates, working in teams, to undertake research (both secondary and primary) and to analyse findings. From that analysis the teams will develop an overall business strategy to address the client brief incorporating all key elements of strategy development .They will formally present recommendations to representatives of the client company.

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Curricular information is subject to change

Learning Outcomes:

At the end of this module, graduates will:
1. Have experience of working through a project from initial briefing to end strategy and plans- working through the all available information,defining a range of options based on their analysis of the key issues/opportunities and from those options developing a clear set of recommendations that in their view, best address the problem/opportunity for the client company
2.Have worked in a predesignated team and gained valuable insight into teamworking including project management , time management , goal setting, team dynamics etc
3. Capitalise on the opportunity to apply theory studied in classroom in a simulated work environment particularly in terms of business strategy development.
4. Have had the opportunity to interact with and present to a real client company in a formal setting, similar to what students will face in a real work environment

Indicative Module Content:

(1) Carry out market research using both primary and secondary data sources
(2) Market Segmentation, Targeting and Positioning
(3) Review market growth rates
(4) Identify market opportunies
(5) Develope marketing strategy

Student Effort Type Hours


Small Group






Autonomous Student Learning




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: Peer Review 2 Unspecified n/a Standard conversion grade scale 40% No


Assignment: Research summary Unspecified n/a Standard conversion grade scale 40% No


Presentation: Strategy presentation: Groups will make a presentation of their market research findings and their identified marketing strategy to faculty & members of the company participating in the group project. Unspecified n/a Standard conversion grade scale 40% No


Assignment: Approach: Outlining your approach to answer the challenge
•Process, research brief, models, concepts, tools ?
•Project plan including timings, roles & responsibilities
Unspecified n/a Standard conversion grade scale 40% No


Continuous Assessment: Peer Review 1 Unspecified n/a Standard conversion grade scale 40% No


Assignment: Research conclusions: Outline methodology and results of research
a)Secondary research incl relevant reports
b)Primary research incl store visits, factory visits, questions to BML, consumer research
Unspecified n/a Standard conversion grade scale 40% No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Feedback will be provided to groups on each of the components of their marketing strategy.

Workshop Offering 51 Week(s) - 36, 37, 38, 39, 40, 43, 44, 45, 46 Mon 14:00 - 16:50
Workshop Offering 51 Week(s) - 41, 42 Mon 14:00 - 16:50

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