APPLIED MARKETING CONSULTANCY - 2026/7

Module Overview

In this module, you will step into the role of a marketing consultant, applying advanced strategic and marketing frameworks to solve real business challenges. Working with a pre-vetted industry partner, you will diagnose a live marketing problem, conduct market and consumer analysis, and develop actionable recommendations supported by taught content that builds your consultancy skills. You will learn to manage client relationships, present insights persuasively, and reflect critically on your professional practice. By the end, you will have produced a portfolio-ready consultancy output and strengthened your employability through authentic business engagement.

Module provider

Surrey Business School

Module Leader

JAYAWARDHENA Chanaka (SBS)

Number of Credits: 60

ECTS Credits: 30

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Module Availability

Year long

Prerequisites / Co-requisites

None

Module content

This module integrates self-directed strategic marketing content with a light-touch live consultancy project. Content areas include: 

• Consultancy fundamentals: scoping briefs, stakeholder management, professional ethics
• Marketing audit tools: situational analysis, competitor benchmarking, digital landscape review
• Consumer insight generation: secondary data synthesis, segmentation, persona development
• Strategic marketing frameworks: value proposition design, channel strategy, brand positioning
• Implementation planning: budgeting, KPIs, risk assessment, agile marketing approaches
• Professional communication: report writing, visual storytelling, pitching to clients
• Reflective practice: critical self-evaluation, feedback integration, career development

Assessment pattern

Alternative Assessment

N/A

Assessment Strategy

The assessment strategy is designed to:

Provide students with the opportunity to demonstrate:

• Critical application of marketing theory to a live business context
• Professional consultancy competencies (analysis, recommendation, communication)
• Ethical awareness and reflective practice in client-facing work
• Ability to synthesize complex information into actionable, stakeholder-appropriate outputs

Thus, the summative assessment for this module consists of:

Consultancy Report, Addresses Learning Outcomes 1, 2, 3, 4, 5

Presentation, Addresses Learning Outcomes 1, 2, 3, 4, 5

Applied consultancy output for a real client, integrating research, strategy, professional communication, and reflection.

Formative assessment:

• Supervisor meetings: Progress monitoring and methodological guidance.

   

Feedback: 

• Written feedback on formative Consultancy Brief 
• Verbal feedback during supervision tutorials and pitch rehearsals
• Client Feedback Form summary (anonymised) to contextualise professional impact

Module aims

• To enable students to apply advanced marketing theory and strategic frameworks to authentic business challenges.
• To develop professional consultancy competencies, including client management, stakeholder communication, and evidence-based recommendation.
• To develop critical evaluation of market data, consumer insights, and digital marketing practices in dynamic commercial contexts.
• To cultivate reflective practice and ethical awareness in applied marketing research and client engagement.
• To provide students with a deep understanding of the strategic role of marketing in contemporary organisations and the consultancy process.
• To develop students' capabilities in diagnosing complex business problems and designing robust, evidence-based solutions.
• To foster professional judgement and the ability to communicate effectively with diverse stakeholders in a business consultancy context.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to: 

Bridge theory and practice through application. The self-guided sessions provide conceptual grounding and skill-building, while the live consultancy project enables authentic application. Formative feedback loops (supervisor meetings, client briefings) support iterative development. The approach prioritises active learning, professional socialisation, and reflective growth. 

The learning and teaching methods include: 

• Content introducing frameworks and case exemplars
• Workshop-based skill labs (e.g., briefing clients, visualising data, pitching)
• Supervision with academic mentors
• Structured client engagement points (kick-off, mid-point review, final pitch
• Peer feedback sessions on draft recommendations and presentation style
• Guided reflection activities linking practice to theory and career development

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM617

Other information

Surrey Business School is committed to developing graduates with strengths in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability, and Resourcefulness and Resilience. This module is designed to allow students to develop knowledge, skills, and capabilities in the following areas:

Digital capabilities: Students utilise digital tools for market analysis (e.g., social listening platforms, analytics dashboards), create visual marketing artefacts (e.g., journey maps, campaign mock-ups), and deliver professional pitches using multimedia presentation software.

Employability: Authentic client engagement, consultancy skill development, and portfolio-ready outputs directly enhance graduate readiness for marketing, strategy, and advisory roles. Client feedback and pitch experience build confidence in professional communication.

Global and cultural capabilities: Projects may involve international clients or cross-cultural market analysis. Students learn to adapt marketing strategies for diverse consumer contexts and communicate effectively across cultural boundaries.

Resourcefulness and Resilience: Managing live client expectations, navigating ambiguous briefs, and iterating recommendations based on feedback develop adaptability, problem-solving, and professional resilience.

Sustainability: Students are encouraged to consider ethical marketing, responsible consumption, and long-term brand value in their recommendations. Projects may explicitly address sustainability challenges where aligned with client objectives.

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2026/7 academic year.