AD3APR: Applied Marketing Project

Module code: AD3APR

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: Level 3 (Honours)

When you'll be taught: Semester 1

Module convenor: Mrs Louise Smith, email: l.smith2@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: No

Talis reading list: No

Last updated: 20 May 2024

Overview

Module aims and purpose

In this module, you are cast in the role of marketing consultants and entrepreneurs. Revisiting and reflecting on the full degree curriculum, students will apply knowledge and skills relevant to addressing a real-world marketing problem. Students will develop a marketing solution that addresses consumer engagement, either through enhancing the consumer experience or by enhancing consumer engagement through integration of digital and offline marketing strategies. The issue to be addressed will be expressed in the form of a client’s brief. This may involve, for example, creating awareness for a new product/service or brand, increasing demand, building customer loyalty or demonstrating a commitment to sustainability. You might do this by evaluating the feasibility of entering a new market and/or curating a multichannel marketing campaign, being informed by consumer and/or 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 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.  

The aim of this module is to develop your ability to create marketing solutions that are bespoke and evidence-based. You will consolidate and develop knowledge of a range of marketing theories and analytical techniques drawn from consumer research, digital marketing and other disciplines embraced by the degree. 

Module learning outcomes

By the end of the module, it is expected that students will be able to: 

1. Demonstrate a critical understanding of applied marketing theory and practice and understand how customer needs are identified and addressed through appropriate marketing solutions. 
2. Develop a greater appreciation of how marketing strategy informs an integrated marketing communication mix with a particular emphasis on consumer insights and digital marketing. 
3. Develop skills in client relationship management and a range of general marketing communication skills 
4. Develop a range of employability skills including critical analysis of literature, communication, and organisation. 

Module 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.

Structure

Teaching and learning methods

The module is delivered through traditional lectures 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.  

Study hours

At least 25 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

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

Assessments with numerical marks

• 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 three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/qap/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.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

You will submit your chosen assignment, theme, and organisation during week 5  for feedback from your Module Convenor in preparation for your first assignment, Task 1.  

You will present your ideas for Task 2 in class in an informal slide review workshop.

Reassessment

Additional costs