This module is both practical and innovative. It is designed to develop new subject-specific and transferable skills for students. The module is organised around a group-based consultancy assignment with a real client on a marketing planning or marketing communications issue. The module requires students to: (a) deconstruct and negotiate a new consultancy project task; (b) apply a range of frameworks to structure their analytical thinking; (c) apply marketing techniques to complete the required research, and; (d) demonstrate effective presentation skills in communicating the final results to their client. The principles of effective consultancy and project management are introduced, alongside the barriers to successful intervention, which helps students to understand how consultants manage risk. Clients will range from SMEs (social or commercial) to corporates, and/or public bodies. Throughout the module, students develop skills for: (a) effective engagement and intervention; (b) understanding their strengths and weaknesses in relation to team-work and leadership; (c) improving their personal project management capabilities.
Learning Outcomes
By the end of the module students should be able to:
Conduct research into strategic marketing issues (including deciding on appropriate data collection methods, analysis and interpretation).
Adapt and innovate to solve problems, manage unpredictable situations, make sound judgements in the absence of complete data and plan, manage and complete a consulting project to a brief, budget and timescale.
Demonstrate effective relationship skills and professionalism (including negotiation, facilitation, communication and relationship-building skills).
Work effectively as part of a multi-cultural group, and use self-direction, initiative and planning in the context of independent learning and the management of assignments.
Effectively present information orally and in writing, and an ability to formulate and deliver logical, critical and precise arguments.
(3500 word equivalent) group project (includes a 500 word reflection at the end on effectiveness of group processes and relationships), and a presentation with integrated peer and client review (70%);
(3500 word equivalent) group project (includes a 500 word reflection at the end on effectiveness of group processes and relationships), and a presentation with integrated peer and client review (70%);