AP3EX6-Applied Marketing Project

Module Provider: School of Agriculture, Policy and Development
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn / Spring / Summer module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Mr Edward Collins
Email: edward.collins@reading.ac.uk

Type of module:

Summary module description:

In this module, you will take on the roles of marketing consultants and entrepreneurs. Through a critical examination of the full degree curriculum, you will apply your knowledge and skills to solve a real-world marketing problem. Your objective will be to develop a marketing solution that enhances consumer engagement, whether by improving the consumer experience or through integrating digital and offline marketing strategies. The specific issue you will address will be outlined in a client brief, which could involve creating awareness for a new product or service, increasing demand, building customer loyalty, or demonstrating a commitment to sustainability. To achieve this, you may evaluate the feasibility of entering a new market, curate a multichannel marketing campaign, or draw insights from consumer and digital engagement strategies.

In all projects, the consumer need or client brief must be clearly interpreted, and marketing solutions informed by relevant evidence and industry knowledge. Emphasis will be on your synthesis of marketing theory and practice, the recommendations and practical implications of the analysis. The module assessment draws on Chartered Institute of Marketing (CIM) assessment criteria and provides students with an excellent foundation to develop their application for the CIM Certificate in Professional Marketing or Professional Digital Marketing should you wish to pursue this at your own cost.

Aims:

The overarching goal of this module is to develop your ability to create marketing solutions that are tailored and evidence-based, building upon your knowledge of marketing theories and analytical techniques derived from consumer research, digital marketing, and other disciplines covered in the degree.

Assessable learning outcomes:

By the end of this module students will be able to:

• LO1: Demonstrate a critical understanding of applied marketing theory and practice.


• LO2: Understand how customer needs are identified and addressed through appropriate marketing solutions.


• LO3: Develop the ability to evaluate scholarly literature within relevant disciplines.


• LO4: Develop a greater appreciation of how marketing strategy informs an integrated marketing communication mix with a particular emphasis on consumer insights and digital marketing.


• LO5: Develop skills and abilities necessary to effectively communicate ideas to audiences and other stakeholders.


• LO6: Demonstrate the ability to make strategic marketing decisions to inform marketing planning.


• LO7: Develop the ability to think critically about marketing solutions.


• LO8: Develop skills in client relationship management.


• LO9: Develop general marketing communication skills.

Additional outcomes:

By the end of this module students will be able to:

• LO7 Develop ability to think critically about marketing solutions

Outline content:

• You will be introduced to the applied marketing project process and the skills required to undertake this through a briefing session and online materials. This will include a resumé of key requirements and expectations.


• You will attend lectures and/or workshops providing advice on academic writing skills, project planning and report structure.


• You will submit your first summative assignment at the end of the Autumn Term.


• Youwill submit your second assignment, the applied marketing project report, at the end of the Spring Term.

Brief description of teaching and learning methods:

The module is delivered through traditional lectures, oral presentations, and project work. All students are asked to participate by sharing examples and answering questions as well as to present their project ideas to the class.

Contact hours:

Ìý	Autumn	Spring	Summer
Lectures	10	6
Project Supervision		4
Guided independent study:	Ìý	Ìý	Ìý
Ìý Ìý Wider reading (independent)	60	20
Ìý Ìý Completion of formative assessment tasks	20	60
Ìý Ìý Carry-out research project		10
Ìý Ìý Reflection	10
Ìý	Ìý	Ìý	Ìý
Total hours by term	100	100	0
Ìý	Ìý	Ìý	Ìý
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	30
Report	70

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

• Written assignment (30%): This work provides the basis for the 70% Report assignment, so the selected marketing theme, organisation, brand and/or product must be adhered to throughout. This assignment links to CIM certificate qualification Task 1. Length: 1500 words. Due on the last week of the Autumn Term.


• Report (70%): This assignment links to CIM certificate qualification Tasks 2 and 3. Students must include Task 1 as an Appendix item in the final Report and may update this if they wish prior to submission, however Task 1 will not be remarked at this stage and will not be included in the wordcount. Length: 3500 words. Due on first Wednesday of the Summer Term.

Formative assessment methods:

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A mark of 40% overall.

Reassessment arrangements:

Full Report (tasks 1-3), length: 5000 words.

Additional Costs (specified where applicable):

1) Required text books:Ìý

2) Specialist equipment or materials:Ìý

3) Specialist clothing, footwear or headgear:Ìý

4) Printing and binding:Ìý

5) Computers and devices with a particular specification:Ìý

6) Travel, accommodation and subsistence:Ìý

Last updated: 19 April 2023