Knowledge Management and Practice


Knowledge Management and Practice





Module Coordinator:

Dr Gary Sinclair

Contact Hours:

30 Lecture, 10 Seminar


100% Coursework

The module builds directly on contemporary approaches to the development and management of knowledge as a key activity in marketing.  Through undertaking their own piece of research, students can both see the applicability of the techniques and tools that they have been taught over the course of their programme, and also the benefits of an evidence-led approach to marketing and marketing decisions.

Two pathways are provided to reflect the motivations of two very different groups of students: 

  • for those students disposed towards a career in business, industry and commerce, the module provides a pathway towards a sizeable group project which leads to the production of an account of knowledge development in the form of a professional consultancy or management report; 
  • for those students who are disposed to a career in research/academia, the module provides a pathway towards a sizeable piece of independent scholarship which leads to the production of an account of knowledge development in the form of an individual project or dissertation.

Both pathways represent a considerable opportunity to test and further develop skills in problem definition, information processing, critical thinking, decision-making, project management, reflective practice and interpretive reporting. The differences between the pathways are those of emphasis, style and form.

However, the overarching theme of both pathways is that of knowledge management and reflective practice.  Thus the module also requires each student to reflect on their studies and their personal development.  They must then provide a direct account of the needs of personal development, employability and transferable skills as the basis of distinctive quality and competitive advantage in the labour market.


Students are expected to be able to: 

  • understand the differences between the main approaches to research in marketing and how these have changed and developed in recent years;
  • explain the key quantitative and qualitative techniques available to researchers in marketing and how to decide which set of techniques will be most appropriate for a given object of study;
  • select, investigate, analyse and report on a significant investigation in a research area of their own choice;
  • understand and appreciate ethical issues in the research process;   
  • communicate how their research extends our understanding of the specified subject in either the academic or business spheres;
  • reflect on how their investigations have changed their perceptions of the subject matter and how they might use that knowledge in their approach to working and managing in the marketing area.


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