MK9632 - Marketing Management Enquiry

What will I learn on this module?

The Management Enquiry module is a student-led individual project that enables you to undertake a significant piece of assessed work commensurate with a capstone module. The module aims to provide you with an opportunity to demonstrate an authentic engagement with managers and/or professionals from the Marketing discipline, and to integrate the knowledge you have developed during your programme to explore the theory in practice. The learning on this module is experiential and problem based, where the focus is upon you discovering, probing and questioning key practice-based issues. Through the module you will be offered the opportunity to develop and enhance key transferable employability skills; time management, project management, communication (written, aural and verbal), negotiation, persuasion and influence, discovery, initiative, problem-solving and analysis.

The module has five thematic areas; explore, review, engage, reflect and connect. These form the key elements of the assessed submission.

Part A (35%, 3,500 Words)
• Explore: Interviewing a manager and/or professional from the Marketing discipline. In this interview you will either explore a key issue which you feel Marketing is facing or, alternatively, explore with the manager or professional the key issues that they feel they are facing in practice. It is expected that you will apply appropriate interview methods and provide evidence of the interview within the submitted enquiry report (e.g. within the appendices).
• Review: Critically examining the appropriate literature to support the exploration, displaying an ability to critically assess and appraise the Marketing knowledge related to a specific key issue arising from your exploration.
Part B (65%, 6,500 Words)
• Engage: Displaying an authentic engagement with the Marketing problem/issue identified in Part A, by collecting/generating and analysing further live data (beyond the initial interview) regarding the Marketing problem/issue. This live data may be primary data (e.g. further interviews with, or questionnaire to, managers and/or professionals in practice) or secondary data (e.g. industry data). Application of appropriate, ethically-considered, research methods and appropriate qualitative or quantitative data analysis.
Reflect and Connect: Demonstrating an ability to critically evaluate and reflect on the issues arising from the Management Enquiry. Demonstrating how you have connected and fed-back to the participants of the Enquiry (usually the manager and/or participants) your key findings to provide clear prioritised, well-justified, practical and actionable recommendations for change/enhancement/improvement to existing Marketing practice to show how the recommendations would potentially affect workplace professional decision making.

How will I learn on this module?

The module is an individual student-led enquiry, but you are supported by, initially, weekly lectures and workshops which provide an introduction to undertaking Marketing-Management enquiry research followed by one-to-one or small-group supervision meetings. You will study on the same taught sessions as students taking the Dissertation module, with the taught elements of the module covering the following topics; developing a literature review, researching ethically, quantitative research techniques, qualitative research techniques, quantitative analysis techniques and qualitative analysis techniques. These taught sessions will introduce you to the underpinning knowledge necessary for undertaking an individual student-led investigation into an applied business problem or issue. The workshops provide you with the opportunity to put this knowledge into practice for your own proposed research area. You will also be able to link up with fellow students and members of the teaching team by means of a weekly webinar.

The one-to-one or small-group supervisions with your allocated supervisor give you the opportunity to seek guidance to support your Management Enquiry. Your supervisor will not instruct you but will provide you with on-going formative feedback on your progress as you engage with the Management Enquiry process. Supervisors will be appointed in line with NBS policy which recognise the requirements of professional bodies and AACSB accreditation and aligns to broad subject specialism, in your case Marketing.

A supporting reading list provides you with key references to enable you to undertake a more detailed and in-depth review of your enquiry. You will be expected to keep up-to-date with your project tasks. To aid with self-assessment a portal is available to encourage your experiential learning through, journals, development of project meetings etc. This independent learning will be further supported by various online materials housed within the module eLP that cover key lecture and seminar interventions.

How will I be supported academically on this module?

The selection of a suitable Management Enquiry topic that is specific to the marketing discipline rests with you. However, to achieve this, you will be supported by the following academic staff:
• Lecture tutors.
• Seminar-workshop tutors, who will usually be from, or have an interest in, the marketing discipline.
• Supervisor, who will usually be from, or have an interest in, the marketing discipline.

From part-way through semester one through to submission of your Management Enquiry, your key point of support is the supervisor. The Management Enquiry module is led by an academic from the department who has oversight of this supervisory and support processed, alongside responsibility for supporting the e-learning portal, allocation of supervisors and regular communication with students on the module. They will provide ongoing support via the weekly webinar that further complements the formal inputs described above.

In addition, you will be provided with support from your peers in the seminar-workshops. These seminar-workshops are typically based upon programme cohorts, so you will be grouped alongside other students from programmes within the UG marketing suite.

The module’s e-learning portal acts as a repository for: lecture materials, seminar-workshops exercises and materials, exemplar Management Enquiries and assessment details (including submission, plagiarism detection and marking criteria). In addition, the eLP houses the online reading list (including direct links to textbooks, journal papers, academic and conference reports) and various support facilities such as recordings of certain lectures. The eLP site will also provide a blended approach to learning housing various recordings of the module lectures and key seminar/IT workshop interventions that further support the classroom based study within the module.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
• Critically evaluate and assess contemporary knowledge of theory, research and professional practice relating to a subject of your choice within the marketing discipline. [MLO1]
• Critically apply knowledge of marketing to identify complex real-world problems in professional practice. [MLO2]

Intellectual / Professional skills & abilities:
• Undertake an independent self-managed Management Enquiry involving primary research, adopting an evaluative and critical perspective, thereby critically reflecting upon professional practice relating to the marketing discipline. [MLO3]
• Develop and appraise key employability capabilities, including time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving and analysis as a means of assessing personal development. [MLO4]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Generate and analyse relevant primary or secondary data using an appropriate level of, and critically justified, method while critically evaluating the limitations of the data source/s and the method/s employed. [MLO5]
• Critically evaluate the ethical implications of the research work undertaken. [MLO6]

How will I be assessed?

Formative assessment will take place through applied group-based activities in the IT workshops and seminars that will provide an initial input into the module. This formative assessment be built on weekly through the 1-hour webinars hosted by the module tutor. You will be encouraged to discuss initial your initial research ideas through peer review activities and discussions.

You will receive on-going formative feedback from your supervisor based on the research proposal that has formed your summative assessment to BM9501 – Business Research and Analysis (or alternative as appropriate) and throughout the period of your engagement with the dissertation process.

A comprehensive handbook of guidance will be given on this assessment. The eLP will be used to permanently host this detailed guidance, alongside a copy of the marking criteria, to ensure that students can access it throughout the dissertation process.

The summative assessment will be an individual 10,000 word Management Enquiry report based about your choice from the marketing discipline.
The module assessment comprises two components, each of which is in the form of a business report, which demonstrates your engagement with the five themes of the module.

Part A: Explore and Review (35%, 3,500 words)
Part B: Engage, Reflect and Connect (65%, 6,500 words)

This will assess the module learning outcomes MLO1-3 and MLO5-6 inclusive.

In addition, you will be required to submit a 1,000 word reflective statement providing an individual assessment of how you have met the UG goals and objectives that underpin your programme and undergraduate study, and in doing so, how you are prepared for either graduate employment or higher-level study. This will assess MLO4.

Pre-requisite(s)

BM9501 – Business Research and Analysis

Co-requisite(s)

None

Module abstract

This module offers you the opportunity to engage more closely with the subject of Marketing and to integrate the knowledge you’ve developed
on your programme of study so far. Its main focus is on discovering, probing, questioning and critically reflecting upon practice-based issues.
Your research skills will be important, as you’ll be expected to evaluate and use marketing theories and literature as part of your independent
study.

You’ll meet and discuss with a marketing manager/professional to scope out an initial problem or issue to explore. You’ll examine the depth of
pre-existing academic knowledge and collect or generate primary or secondary data to investigate this issue/problem more widely. Having
analysed your data, you’ll then feedback your key findings and provide prioritised, well-justified, practical and actionable recommendations for
changing or enhancing existing marketing practice.

Course info

UCAS Code N555

Credits 40

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 year sandwich

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2021 or September 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Courses starting in 2021 are offered as a mix of online and face to face teaching due to the ongoing Covid-19 pandemic.

We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Students will be required to attend campus as far as restrictions allow. Contact time will increase as restrictions ease, or decrease, potentially to a full online offer, should restrictions increase.

Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.

 

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