AP2EX3-Consumer Research Group Project 1 (Including Career Planning)

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring / Summer term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2020/1

Module Convenor: Dr Elena Millan

Email: e.s.millan@reading.ac.uk

Type of module:

Summary module description:

Working in teams, participate in a Consultancy project for a client organisation, where you will apply and further develop skills in consumer and market research. Hone your skills in team working, networking, project management, and effective communication, including project proposal writing. The project is conducted in two parts, the first one involving the client briefing, planning and organising the market research, and the second part involving the implementation and presentation of the research findings (AP3EX3).  In the Career Planning section of this module, develop awareness of broad trends in the graduate labour market and plan systematically for your future career; learn how to evaluate career opportunities and develop the skills required for effective job applications through a series of applied and reflective exercises. This module is only available to BSc Consumer Behaviour and Marketing Part 2 students.

The aim of this module is to provide an opportunity for students - working in groups - to participate in a consultancy project for a client company or organisation (private and public sector) in order to apply and further develop skills in consumer/ market research. In carrying out the project students will also acquire skills in team working, networking, project management, and effective communication (report writing and oral presentation). The project is split into two parts with the second part being in the Autumn Term of Part 3 (AP3EX3).
The module also includes 5 credits of Career Planning designed to encourage students to think about, and plan more systematically for, their future careers. This takes place late in Enhancement week in Parts 1 and 2. This module component aims to provide students with the opportunity to develop self-awareness in the context of career decision making, knowledge of the career opportunities that are available to them, and the skills to make effective applications.

Assessable learning outcomes:
1. Consumer Research Group Project (5 credits)
By the end of the first part of the project students will have demonstrated their ability to network with potential client organisations, review the literature relevant to their agreed project, develop a research plan setting out clear aims and outcomes and the steps in the research process, and planned any necessary fieldwork.
2. Career Planning (5 credits)
Students will be able to:

  • Identify, assess and articulat e their skills, interests, values and personality traits in the context of career decision making.
  • Develop careers information retrieval, research and decision making skills, using a variety of sources including the Internet and interviews.
  • Recognise and be able to write an effective application; identify the purpose and processes of recruitment interviews and how to perform effectively.

Additional outcomes:
1. Consumer Research Group Project
Students will develop familiarity with the use of statistics and data processing software within an applied perspective. Students will develop effective written communication skills for a marketing and professional environment.
2. Career Planning
Students will develop business awareness through understanding broad trends in the graduate labour market and the personal attributes and achievements that employers require. They will develop oral communication and team working skills through practical group exercises. IT skills and information handling skills will be developed through use of the Internet. They will develop Personal Development Planning (PDP) abilities through the reflective exercises and forward-looking nature of Career Planning.

Outline content:
1. Consumer Research Group Project

  • Assigning groups and networking with potential client organisations
  • Research client company/ organisation profile and the environment in which it operates
  • First meeting with client to discuss background to project and project brief
  • Review of literature and any information made available by the company/ organisation
  • Development of research plan for approval by the company/ organisation and presentation in class
  • Detailed consideration of research design including ethical clearance:
(a) data gathering: eg. focus group design, questionnaire design, sampling technique,
(b) database management, (c) data analysis techniques
  • Plan and begin conducting market research (eg survey)
2. Career Planning
The module component consists of three elements that relate to the stages in effective career planning, self-awareness (Finding Your Prof ile), opportunity awareness and decision making (Finding the Fit), and transition skills (Effective Applications). The first part in the Spring term of Part 1 centres on gaining work experience; the second part in the Autumn term of Part 2 focuses on effective applications for graduate level jobs.

Brief description of teaching and learning methods:
1. Consumer Research Group Project
The projects will be conducted by students working in groups of 4 or 5. Groups are expected to meet at least weekly to progress the project and to keep minutes of these meetings on file. A supervisor is allocated to each project to provide academic guidance and groups should liaise with their supervisor at regular intervals (fortnightly is a suggested norm).
Research skills development lectures also take place at intervals during the term.
2 . Career Planning
Each of the three elements in effective career planning are introduced in lecture sessions supplemented by practical exercises and self directed learning using on-line materials available on the Internet at: http://www.rdg.ac.uk/Careers/cms

The contact hours below are an approximate outline of course content and may be subject to change.

Contact hours:
  Autumn Spring Summer
Lectures 4 14
Project Supervision 6 4
Guided independent study: 14 46 12
Total hours by term 18 66 16
Total hours for module 100

Summative Assessment Methods:
Method Percentage
Report 50
Portfolio 50

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:
1. Consumer Research Group Project (50%)

  • Research Plan (written report)
2. Career Planning Portfolio (50%) - for full details of the portfolio see Blackboard.

Formative assessment methods:

Penalties for late submission:

The Module Convenor will apply the following penalties for work submitted late:

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day[1] (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:
A mark of 40% overall.

Reassessment arrangements:
By coursework.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 29 July 2020


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