Module Information

Module Identifier
Module Title
Academic Year
Semester 1

Course Delivery

Delivery Type Delivery length / details
Lecture 8 x 1hour (50mins) lectures
Seminars / Tutorials 5 x 30 minutres - per student - client meetings


Assessment Type Assessment length / details Proportion
Semester Assessment Performance at team meetings and diary of those meetings  Attend all client meetings  10%
Semester Assessment 8 Hours   Group Presentation  Attend all team meetings and input equally to the team  Group presentation to ‘client’ team including developed product and marketing media (students will be allocated marks individually on the basis of their contribution)  90%
Supplementary Assessment Individual written launch plan; Repeat Failed Elements  Group presentation to client team including developed product and marketing media  Individual written launch plan documenting all of the group work for the product with additional personal input. 2500 words plus appendices.  100%

Learning Outcomes

On successful completion of this module students should be able to:

Demonstrate an ability to work in a team environment on specific business projects

Present work professionally to a business audience

Show an awareness of the challenges of business negotiations and an ability to deal with those challenges

Apply marketing theories to practical marketing problems and resolve them

* Communicate areas of marketing theory and practice to a business audience in a professional manner;

* Analyse market data and resolve complex marketing problems;

* Manage complex marketing projects to deadlines.


This module will enhance the practical application of many marketing theories taught within the marketing schemes. It will give an insight into marketing communications and the practical aspects of marketing that will later be given theoretical frameworks. This will help students to assimilate the theoretical knowledge better and improve overall employability. Lectures are applied during the tutorial sessions and coursework to give all students a practical and working knowledge of an area that is fundamental in business today. Core to N500 and optional for other marketing degrees. This is suitable for inter-disciplinary collaboration with other departments (for example, IBERS, Media and Arts) subject to numbers of students.

Brief description

Students work in teams and are ‘client teams’ for an agency. They have a client brief to design, develop and launch a new product according to the brief. The assessment is their ‘pitch’ to the client and the quality of the media produced. There is a mix of specific lectures on areas they need to develop their offerings (e.g. creative agencies, advertising etc) and ‘client meetings’. They have to pitch against the other teams to ‘win the business.’ The highest marked team wins a prize.


Client Brief: Background information on ’client’, rationale for the brief, objectives, the brief itself, market research and industry information, budgetary information
8 x 1 hour lecture:
Advertising/agency, innovation, design, finance, project planning, teamwork/belbin, presentations, PR, new product development, planning a launch
5 x 30 minute ‘client meeting’

Module Skills

Skills Type Skills details
Application of Number Putting together budgets and justifying them, understanding costs of various marketing media - managing those budgets.
Communication Interviews, teamwork, presentations.
Improving own Learning and Performance Lectures and application of the theory, research and teamwork, interviews, presentations.
Information Technology Use of powerpoint, IT design software and background databases for research.
Personal Development and Career planning Application of marketing theory in a simulated professional environment. Giving confidence at interviews and presenting as well as team work and problem resolution.
Problem solving Working as a team to design and develop a product and then launch it.
Research skills In depth market research to justify markets launched in.
Subject Specific Skills Application and use of marketing theories. Development and launch of product. Market research, media development, marketing budget development, project planning and marketing planning.
Team work Working in teams to design, develop and launch product then present to client.

Reading List

Recommended Text
Dibb & Simpkin (2009) Marketing Essentials Cengage Learning Primo search Fill Marketing Communications 5th Edition Prentice Hall Primo search


This module is at CQFW Level 4