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Module

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
Semesters
Semester 1 Credit Value: 20
Semester 2 Credit Value: 20
ECTS Credits: 20.0

Aims

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 also aims to provide you with an opportunity to:
1.       Appreciate and gain an understanding of the application of theory and practice of marketing consultancy whilst working with a live client to investigate and research a real life marketing issue.
2.       Evaluate empirical evidence and marketing management information to inform your understanding of classical and contemporary marketing practices and thought;
3.       Appreciate the complexities and constant change in addressing marketing and organisational needs in a challenging environment;
4.       Evaluate different research informed recommendatons for future action whilst understanding of how marketing theories relate to the real world situations. Primary and secondary market research will be undertaken leading to the development of a strategic and operational marketing plan for your live client.
5.       By working in teams, you will also be able to develop your leadership skills and appreciate ethical aspects inherent in marketing/management decision making. You will also gain evidence of first-hand practical experience which will help enhance your future employability/skills.

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

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials91:009:00N/A
Guided Independent StudyAssessment preparation and completion1100:00100:00N/A
Guided Independent StudyDirected research and reading1100:00100:00N/A
Structured Guided LearningStructured research and reading activities181:0018:00N/A
Guided Independent StudyProject work1160:00160:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time131:0013:00N/A
Total400:00
Teaching Rationale And Relationship

The lecture materials 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.

Research work will involve the primary and secondary consultancy research and private study will involve individual learning, marketing report preparation and reflection of learning.

Assessment Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

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

Other Assessment
Description Semester When Set Percentage Comment
Report2M40Group Marketing Consultancy Report on the process and outcomes of the Marketing Consultancy intervention. (8000 words).
Prof skill assessmnt2M10Group Oral Presentation to Client.
Essay2M50Individual Reflective Report (3500 words)
Formative Assessments
Description Semester When Set Comment
Essay1MFormative Essay (1000 words) on learning gained in creating and forming teams.
Oral Presentation1M1 x 10 minute presentation
Assessment Rationale And Relationship

The elements being assessed i.e. the writing of a Marketing Report and the reflection on effective consultancy skills development, are seen as the two most important elements in marketing consultancy. These assessment methods are deemed appropriate in supporting the aims of the module and in the achievement of the intended knowledge and skills outcomes.

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. Group Report also includes:
- Primary and secondary research.
- Setting strategic objectives.
- Developing research informed recommendations for the strategic marketing plan.
- Developing recommendations for the operational marketing mix.
- Critical evaluation of the analytical tools adopted and literature linked to topic.

Report plus a presentation to the live client/teaching team = 50% of the marks allocated.

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

(2) Individual Reflective Report of 3500 words - due in May - 50% of the marks allocated.

Reading Lists

Timetable