Customer Consultancy Project
Run by Bangor Business School
60.000 Credits or 30.000 ECTS Credits
Organiser: Prof Louise Hassan
Overall aims and purpose
This module introduces you to research in action. Students will be provided with a research brief (by an academic member of staff) and must work either individually or in a team to design and collect data to answer the aim and objectives given in the research brief. The module will allow students to put into practice skills and insight that they have gain in the taught element of the programme to help solve a “real world” marketing problem. Students will be required to conduct both secondary and primary research. On completion of the module students will have gained practical experience in undertaking research, bridged the theory- practice gap and gained skills in effective oral and written communication.
Students can work individually or in teams on a brief provided by a member of staff. Students will be given a deadline to complete the team element of the project (this element involves the design and collection of primary data). The research will be written up individually in the form of a marketing report. Students individually will also present the work undertaken orally. There is no set syllabus as the tasks required will depend on the brief given. Students will have the opportunity to select a brief to work on from those available. No more than 4 students can work on the same brief.
A- to A* (70% + ) Excellent standard: An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.
C- to C+ (50-59%) Average Standard: Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
B- to B+ (60-69%) High Standard: Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills
Apply managerial judgement, analytical and critical skills to interpret and understand the relevancy of marketing theories and research data in tackling a real world marketing problem.
Plan, organise and manage an extensive consultancy-based marketing research project on the chosen topic.
Demonstrate skills in report and business writing for a variety of audiences.
Confidently and competently present a 20 minute talk.
Demonstrate a thorough understanding of the marketing research process.
|REPORT||Consultancy Project Report||
A detailed report that covers the key background to the companies problem, the research undertaken, the key findings, and discusses the relevancy of the results for the company in question. The research should be written in a style suitable for company employees.
|INDIVIDUAL BLOG||Consultancy blog post||
A blog post that summaries the key findings of the research undertaken for companies in relevant industries. The blog post should address the research problem, the approach taken to solve it, the key findings, and recommendations. The post should be written for company executives.
A 20 minute presentation that provides the students outline of their approach to tackling the research brief and the preliminary research undertaken.
Teaching and Learning Strategy
One 2 hour at the beginning of the summer term will introduce students to the background to the module and the requirements. Students will have three 2 hour meetings with staff to gain guidance in developing the team element of the project and a further 2 hours of individual meetings to gain guidance and feedback on the write up of the assignment. If the students choose to undertake the project as individuals, they will have 8 separate one hour meetings for guidance and feedback.
One-to-one individual meetings with a supervisor. Or a mix of group and individual meetings depending on the specifics of the project being undertaken. Normally 5 meetings over the course of the project.
Independent working on the project and the assessments.
- Literacy - Proficiency in reading and writing through a variety of media
- Numeracy - Proficiency in using numbers at appropriate levels of accuracy
- Computer Literacy - Proficiency in using a varied range of computer software
- Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
- Exploring - Able to investigate, research and consider alternatives
- Information retrieval - Able to access different and multiple sources of information
- Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
- Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
- Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
- Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
- Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
- Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others
Subject specific skills
- Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
- Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
- Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
- Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
- Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena.
- Articulating and effectively explaining information.
- Communication and listening including the ability to produce clear, structured business communications in a variety of media.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
- Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.
Resource implications for students
Reading will be highly depended on the nature of the project.
Courses including this module
Compulsory in courses:
- N5AG: MSc Consumer & Digital Marketing Analytics year 1 (MSC/CDMA)