Module Information

Module Identifier
Module Title
Academic Year
Semester 1 (Taught over 2 semesters)
Mutually Exclusive
Mutually Exclusive
Progression to Part 2 of the Single Honours Marketing scheme. This module is exclusive to the Single Honours Marketing scheme
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 7 group seminars


Assessment Type Assessment length / details Proportion
Semester Assessment Written project proposal (500 words)  10%
Semester Assessment Project report (4,500 words)  90%
Supplementary Assessment Written project proposal (500 words)  10%
Supplementary Assessment Project report (4,500 words)  90%

Learning Outcomes

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

* Demonstrate in-depth knowledge and understanding of a commercially-focused Marketing issue

* Conduct research into the issue

* Demonstrate cognitive skills in critical thinking, analysis and synthesis of research findings, using appropriate quantitative and qualitative techniques

* Demonstrate creativity in formulating alternative solutions to Marketing problems

* Demonstrate effective problem-solving

* Write effectively in a commercial report style

* Demonstrate effective self-management in terms of time, planning and behaviour, motivation, self-starting, initiative and enterprise


This is the signature module of the SH Marketing scheme. It allows students to apply, to a substantial topic with a commercial focus, the wide array of knowledge, understanding and skills that they have learned in the rest of the SH Marketing scheme. It serves, if a student so chooses, as a timely bridge to the world of Marketing practice and employment.

Brief description

The module requires a student to design and complete a substantial, commercially focused (though not necessarily commercially-sponsored) Marketing project. It requires the gathering and interpretation of relevant evidence, the proposal of well-reasoned options, and a recommendation of how best an organization may deal with issues that arise.


Monthly meetings to sustain the rhythm and completion of stages of designing and completing a substantial, commercially-focused Marketing project:

  • Choosing a suitable commercially-focused project
  • Articulating and developing a project proposal
  • Background research: literature and networking
  • Environmental audit of the chosen project
  • Identifying alternative Marketing activities for dealing with key issues
  • Recommending Marketing activities for dealing with key issues
  • Report writing

Module Skills

Skills Type Skills details
Application of Number Students will be expected to analyse and interpret appropriate statistical data.
Communication Students will develop writen communication skills when submitting the project proposal and report. Students will develop oral communication skills in group and individual seminars.
Improving own Learning and Performance Students will need to devise and apply realistic learning and self management strategies.
Information Technology Students will be expected to use a word-processor to prepare their written work. Students will use on-line databases (e.g. Mintel; Nexis) to do background research.
Personal Development and Career planning The requirement to choose a project with a commercial focus guides the student to develop in-depth knowledge and understanding of Marketing practice that potentially is useful in career planning.
Problem solving Students will identify options for how an organization might deal with issues that arise in the project and, based on reasoned argument, will recommend the best way for the organization to proceed.
Research skills Students will do background research on the chosen project, involving both a search of secondary literature and discussions with designated experts. Depending on the nature of data gathered by their research, students will use appropriate skills to analyze them.
Subject Specific Skills Students will develop cognitive skills in framing problems from a Marketing perspective.
Team work No team work is required in this module.


This module is at CQFW Level 6