MMM138-Marketing Field Study Challenge

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2018/9

Module Convenor: Prof Adrian Palmer


Type of module:

Summary module description:

The Marketing Field Study Challenge provides an integrative module for the MSc Marketing programmes. It exposes students in a holistic manner to a marketing challenge to which they will apply previously acquired theoretical knowledge. Students will engage in preliminary research related to the field study, which will provide formative assessment and a basis for subsequent investigative activity during the visit. It is anticipated that separate streams of this module will focus on outcomes most relevant to the different MSc Marketing pathways (currently International Marketing and Digital Marketing). The field study visit may be to an international destination, or within the UK, e.g. for students of Digital Marketing a field study visit to a small UK market town which is introducing an electronic customer loyalty card shared between small traders, and students could study and make recommendations for its development. Further details of specific field visits offered within this module will be available to students before registering for it. Note that you will be asked to pre-register for the Marketing Field Study Challenge early in the Autumn term (before the official deadline for selecting electives) to enable the planning and organisation of the visit”.


1. To provide students with an opportunity to experience and critically inquire how the acquired theory and applications relevant to marketing acquired so far in the programme may be adapted appropriately to reflect particular economic, social, cultural, political, and legal institutional contexts whilst maintaining a focus on the core programme themes of international marketing or digital marketing.  

2. To provide an experiential opportunity of a holistic context involving local and regional cultural diversity, businesses and broader international and government institutions for students to reflectively synthesize the experience from the field study visit with previously acquired knowledge and applications.

3. To enable students to cultivate ad-hoc relationships with a variety of actors and institutions to help develop cognitive complexity of what is involved in applying marketing theory to practice in a real-world context.

4. To develop interpersonal skills, resilience and emotional intelligence in working in teams to acquire, synthetize and report on newly acquired knowledge discovered in unfamiliar surroundings.

Assessable learning outcomes:

1. Identify, collect and analyse information relevant to the challenge posed by the field study.

2. Produce recommendations based on analysis and synthesis of information presented during the field study challenge

3. Develop team working skills through experiential learning and the development of cognitive and relational skills within specific cultural, educational, industry, international, legal and other contexts

4. Critically reflect on and synthesise previously acquired knowledge and models and operationalise them in the context of the field study challenge. 

5. Analyse, evaluate and reflect on personal and shared experience relevant to the formation of ad-hoc relationships in a local context.

6. Enhance further oral communication /presentation skills and confidence within diverse cultural marketing contexts.

Additional outcomes:

The self-directed nature of study for this module should develop each student ability to fully capture the richness of the intended learning outcomes. Students are encouraged to utilise the field study challenge to learn independently and to make effective use of their time, relations and the resources/events available. Students will be encouraged to develop the skill and personal cognitive skill to be perceptive, reflective and appreciative about a national/ international context. In a relatively short time they will be encouraged to analyse, synthesise and integrate a range of knowledge sources (via secondary research and personal direct experience) relevant to the field study context.  They will gain valuable experience of working to meet the expectations of a novel socio-economic and cultural context. 

Outline content:

Three spring term seminars will introduce students to general background knowledge relevant to the field study. The content of the three seminars will depend on the precise definition of each field trip, but will broadly comprise:

1. Seminar giving background to the field study context. Where practical, this will be supplemented by a visiting speaker relevant to the study.

2. Personal development session on findung information in an unfamiliar environment

3. Operational pre-departure briefing


The field visit will be of approximately 4-5 days duration, during which a programme of visits, guest speakers and formative assignments will be undertaken. “The Marketing Field Study Challenge is likely to take place in June, however the exact timing will be dependent upon the nature of the visit, partners’ availability etc.….and can only be confirmed closer to the time”.


A team presentation will be made towards the end of the visit (40% of module assessment).

An individual written report (2,000 words +/- 10%) will be submitted within approximately 1 month of return, depending on the date of Easter holidays and deadlines for final marks to be submitted.

Brief description of teaching and learning methods:

Customised academic and applied presentations by faculty experts in the collaborating receiving institution and other leaders and experts. Students will be exposed to a variety of customised and generic team visits to various businesses and broader institutions that together form the “local cultural context” and norms. Student teams will also be allocated a tutor to act as supervisor providing regular contact for consultation as necessary. Learning will largely be student team-centred, and tutors will respond to individual students’ queries and learning needs. 

The exact timing of activities during the visit will be dependent upon the nature of the visit (e.g. whether overseas or UK based, activities arranged by host institution etc).


Contact hours:
  Autumn Spring Summer
Seminars 6
Fieldwork 40
Guided independent study 54
Total hours by term 6.00 94.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Report 60
Oral assessment and presentation 40

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:


Team presentation (presenting key findings of the study to a “client”)

Individual Report (reflecting on the process and outcomes of the field study - 2,000 words +/- 10%)

Formative assessment methods:

• Teams and team members to work towards the preparation of the coursework (e.g. via a group wiki)

• Student teams will discuss their team presentation plan with the tutor in advance. The formative feedback will enable teams to reflectively adapt their team presentation and for individual team members to reflect on how to critically apply this feedback in their individual written report.


Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Assessment requirements for a pass:

A weighted average of 50% or more.

Reassessment arrangements:

An individual essay (capped at 50 percent)

Alternative assessment: An essay of 2000 words (+/- 10%) (topic tbc by convenor) – non-capped

Re-submission as part of the overall arrangements of the MSc programme. 

Additional Costs (specified where applicable):

Last updated: 25 May 2018


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