BM7407: Marketing Case Project


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

BM7407: Marketing Case Project

Module Title Marketing Case Project
Module Code BM7407
Module Tutor Jim Keane
School School of Business and Technology
CAT Points 60
Level of Study 7
Brief Description

The purpose of this module is to allow the student to carry out a self-managed piece of work that integrates the knowledge and skills acquired during the previous study within an employability and career development focused framework.  It provides students with an opportunity to apply their knowledge to the analysis and resolution of the kinds of marketing problems that are encountered in developing a viable and marketing case. It also provides the opportunity for students to communicate proposed solutions and the underpinning rationale to an audience of peers, marketing professionals and academic mentors.  Students will be able to choose from a number of potential scenarios, for example: a proposal for the development of a new product or service within an employer organisation, proposal for a marketing campaign, proposal for identifying potential market/segment for a newly established business and proposal for helping organizations enhancing customer experience.

Indicative Syllabus

The module consists of two elements: a taught element, which incorporates guidance on choice of topic choice and methods of investigation; and the development and presentation of the marketing case through guided independent study.


The investigative methods element will include training in specific methods/techniques appropriate as preparation for professional practice.  Topics covered include; the purposes and process of research and consultancy in the management and business domain, planning an enquiry including problem definition, formulating and clarifying research objectives, negotiating access, the presentation of pitches/proposals: differing requirements of organizational and academic audiences, methods of data collection and data analysis and presentation of findings.

Learning Outcomes

On successful completion of the module the student should be able to:

1)     Evaluate and prepare a critical marketing case, marketing case for innovation, invention or change in accordance with the scenarios set out at the start of the module.

2)     Identify and evaluate a marketing management problem/opportunity and prepare and defend and convincing marketing case.

3)     Undertake a review of previous research and publications and identify and critically evaluate appropriate conceptual frameworks relevant to the potential marketing case.

4)     Identify and critically appraise relevant methodologies and implement the research process to gather information concerning market research and other practical issues connected with the opportunity/problem.

5)     Work independently in designing, implementing and presenting the marketing case and show that he/she is able to formulate a marketing case that makes use of the knowledge gained during the programme.

6)     Demonstrate that he/she can prepare and present the results of his proposal in a convincing and persuasive manner.

Demonstrate that he/she can formulate a codified plan of action that is feasible and likely to lead to the success of the project.

Learning and Teaching Activities Scheduled Contact Hours: 31
Independent Learning Hours: 569
Assessment (For further details see the Module Guide)
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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