This course provides students with an understanding of marketing strategy in practice, challenging them to work as part of a team applying knowledge from the core marketing theories to the solution of a real business issue for an external client. Students will work in teams of approximately 5 people to manage their project and communicate their outcomes to their client organisations. The teams are responsible for managing their clients and will be assigned a supervisor who will oversee progress.

4 x 3 hour practical classes and workshops

3 x 1 hour supervision sessions

None

None

1. Report; Group; 3000 words; 70%; ILOs 1-2, 4.
2. Oral assessment & presentation; Group; 15 minutes; 30%; ILOs 3-4.

The aim of the course is to:

■ Develop the students' ability to apply the principles of strategic marketing to the solution of a marketing challenge faced by an external industry client.

■ Apply academic frameworks and concepts to critically analyse a strategic marketing situation and deliver realistic recommendations for strategy that could help generate marketing plans and action.

■ Develop presentation and organisational skills whilst challenging ability to work constructively in a team under pressure - key employability skills.

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

1. Design a marketing strategy in response to a real industry challenge through evaluation and application of the main theories around marketing strategy as practise, justifying their choice of strategy using a strong evidence base.

2. Critically assess and interpret a client brief.

3. Professionally construct and present clear recommendations along with a guide for implementation to an industry client.

4. Collaborate with others to demonstrate marketing teamworking skills.