MK9412 - Marketing Study and Consultancy Skills

What will I learn on this module?

As part of your marketing education, it is vital you develop competencies such as commercial awareness, analytical skills, interpersonal skills, creative thinking, problem solving, communication and time management. This module will prepare you for your degree and the graduate marketplace by equipping you with the skills required to tackle a wide range of marketing problems.

This hands-on module will provide you with an introduction to experiential learning, where you create knowledge through experience. You will work on live business projects and collaborate in teams to develop solutions to business problems. A core part of this process is reflection: appreciating your own skills, how they complement those of other group members and identifying areas for your own future development.

This module will complement ‘Introduction to Marketing’, where you will be focused on learning the core principles of the marketing subject. In this module you will apply these to business cases and also learn research and communication skills that will set you up to tackle future marketing modules.

How will I learn on this module?

The module is supported by a Teaching and Learning Plan which outlines the structure of the sessions. The module’s e-learning portal will provide you with the main module material, consisting of lecture, practical and seminar material, Teaching and Learning Plan, assessment strategy and information on further reading. You will learn through a range of lectures, seminars, webinars and independent learning.

Lectures will cover main content of the topics, seminars will cover working in team collaboration, creating knowledge through experience, applying and developing solutions to business problems, seminars will blend directed and independent learning to case studies, helping to assess your participation, understanding, from which you will receive formative feedback.

Directed learning will include a range of activities including pre-reading, preparation for seminars and preparing for presentations and reflection. Independent learning time is set aside for learning activities, self-identified by you, to gain a deeper and broader knowledge of the subject.

You will be able to follow up on the lectures and seminars through a one-hour weekly webinar with the members of the teaching team and fellow students to reinforce both the practical and theoretical learning of the module.

How will I be supported academically on this module?

Support will be provided to you by a Module Tutor and teaching team. A team of academic staff are allocated to practical and seminar groups of about 20 students, providing closer, more personal academic support. The groups are typically based on study programme cohorts, so you will be taught here alongside fellow members from your specific programme. The final aspect of the direct contact support is webinars, additionally students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

Your module is supported by an e-learning portal, which houses lecture materials, practical and seminar tasks, alongside assessment details and various support facilities such as recordings of assessment lectures and details on the module reading list.

You will have a wide-ranging electronic reading list that comprises of various textbooks reinforcing the lecture and seminar inputs. The list will include top academic journals, specific academic journal articles, relevant textbooks and other publications which will help to enhance the module content.

Support will be provided to encourage you to become active and independent learners through an experiential approach to the co-creation of knowledge through engagement and enquiry which will prepare you for higher levels of academic rigour.

The module assessment consists of three components which will be communicated at the beginning of the semester. Including mid-term group (presentation) and end of module group marketing and individual (report) components, both formative and summative assessments, are planned to enhance your knowledge and understanding as you progress through the module. All tasks are designed to allow you to develop and showcase skills developing into a work ready placement student and your onward journey into graduate employment.

This support will encourage your active participation in the learning process throughout the semester.

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:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
Knowledge and Understanding (KU):

Demonstrate understanding and the application of the role of Marketing Study, Consultancy Skills and Experiential Learning [MLO1]
Identify and apply marketing theories and concepts to a marketing related project [MLO2]

Intellectual / Professional skills & abilities:

Develop team working skills in examining marketing case studies, developing skills through experiential learning and presenting solutions to real business problems. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

Develop an awareness of the cultural and ethical contexts relating to Marketing Study and Consultancy Skills [MLO4]

How will I be assessed?

Summative Assessment

Summative assessment will consist of three stages.

Component One (15%) - Team Presentation, Slides, Appendices and References
This component will address MLO1 and MLO3.

Component Two (15%) - Group Marketing Report

Component Three (70%) - Individual Report and Peer Evaluation
These components will address MLO2 and MLO4.

Formative Feedback.

Formative feedback will be given to students during the preparation and development of this process, feedback will be provided by the tutor alongside a discussion around how the key issues can be progressed to the next stage of the assessment as a means of feedforward.





Module abstract

Marketing Study and Consultancy Skills will build on your knowledge of marketing theory and how to use it to come up with viable solutions to real marketing problems. It’s a practical module that involves working on live business projects in teams, designed to not only develop your teamwork and interpersonal skills, but also your analytical skills and commercial awareness. You’ll be encouraged to learn through a process of enquiry using digital information and technology. It will develop your ability to think independently, apply discipline knowledge to complex problems/opportunities, to communicate (present and report) and to collaborate to create new knowledge and understanding of contemporary issues within your discipline area. Your academic tutor will monitor your progress by ensuring all students are involved and will encourage you to share your ideas and to comment constructively on those of others.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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