Marketing Management Applications


Marketing Management Applications





Module Coordinator:

Ms Linda McGilvray

Contact Hours:

30 Lecture, 10 Seminar


100% Coursework

As a core module, MKTP004 has been designed to enable groups of around 7 students to be assigned to the investigation of a particular marketing or retail (marketing) topic currently facing an individual organisation.

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The module aims to develop your ability to make marketing management decisions typical of those undertaken within the contemporary marketing environment.  Students should accumulate an increased appreciation of the practical application of marketing theory acquired in earlier modules and be better prepared for the forthcoming marketing career.


To demonstrate the practical application of marketing techniques.

To develop research and presentation skills on an individual basis and as part of a team.

To make and communicate marketing management decisions to the benefit of client organisations

Learning Outcomes:

The module is based upon live, hands-on projects each with an attached financial budget to contribute to project research expenditure.  The projects, drawn from the private, public and not for profit sectors will require functional interaction with the client organisation and making apposite marketing management decisions in both individual and group capacities. 

Project workshops will provide ongoing staff support, although the emphasis is placed firmly upon student-centred learning and delivery. In addition to the submission of a written report, the process culminates with a presentation to the client’s management team and the academic staff.

A broad range of skills are advanced and refined including:

Intellectual skills: theoretical applications, data acquisition, analysis and critical evaluation.

  • Practical skills: organisation and management of project resources individually and collectively.
  • Transferable skills: understanding, creating, communicating and delivering effective and efficient marketing solutions.



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