MKT40630 Marketing Project

Academic Year 2019/2020

The project aims to provide graduates with practical marketing experience by providing them the opportunity to work on a real marketing problem/opportunity faced by the client company. Companies who have briefed projects in recent years include Unilever, Mondelez, PepsiCo, Danone,Procter & Gamble and Mars. 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 marketing strategy to address the client brief incorporating all key elements of the marketing mix and including a marketing plan.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 typical marketing project from initial briefing to end strategy and plans- working through the all available information,definining 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 marketing 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:

Student Effort Type Hours
Lectures

20

Small Group

80

Tutorial

10

Practical

240

Autonomous Student Learning

50

Total

400

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
Group Project: Final Presentation Coursework (End of Trimester) n/a Graded No

40

Group Project: Research Presentation Throughout the Trimester n/a Graded No

10

Essay: Individual Reflective Essay Coursework (End of Trimester) n/a Graded No

30

Continuous Assessment: Attendance and Contribution at Weekly Meetings, Lectures, Mentor Meetings, Workshops etc Throughout the Trimester n/a Graded No

20


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

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

For the group components: 1) Research Presentation (10%) - directly after the research presentation each team is given feedback by the module co-ordinator, a research expert and the client company. Furthermore the class as a whole is given feedback post presentations.Clear and detailed set of grading criteria published at start of term on Brightspace.If, once grade is awarded, an individual or team seeks further feedback that is provided. 2) Final presentation (40%) - directly after the research presentation each team is given feedback by the module co-ordinator, a research expert and the client company. Furthermore the class as a whole is given feedback post presentations. If, once grade is awarded, an individual or team seeks further feedback that is provided.Clear and detailed set of grading criteria published at start of term on Brightspace. Grades published September when students have left college 3) Attendance, contribution etc (20%) -A clear set of guidelines on what is expected in terms of this component is given in the introductory lecture. Grades published in September when students have left college.If, once grade is awarded, an individual or team seeks further feedback that is provided. 4) Individual reflective essay (30%) -Clear and detailed set of grading criteria published at start of term on Brightspace. Grades published September when students have left college. If, once grade is awarded, an individual or team seeks further feedback that is provided.

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