MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
MSc Marketing Group Business Case Project

Unit code BMAN73890
Credit rating 60
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Full year
Offered by Alliance Manchester Business School
Available as a free choice unit? No


This is an alternative pathway to the traditional dissertation route. It consists of two phases. Phase one places students into groups, and requires them to develop a solution to a large and semi-structured business challenge (such as taking an existing product to a new market, or trying to overcome a significant problem with a firm’s corporate image).

Phase two is an individual work, in which students will undertake a critical analysis and extension of the product they generated in phase one. They will expand on their business analysis by building it into a more generalizable theoretical framework, supported by a rigorous targeted literature review. The purpose of phase two is thus to make students expand beyond the narrow remit of their initial case, and reflect on broader lessons that can carried over into their careers. This will add a significantly academic rigour and generalizable learning to this more practically orientated route, and impart research and analytical skills attractive to potential future employers.


To provide opportunity for applied group work, with student groups applying theories discussed in semester 1 and 2 to practical business problems before individually critically reflecting on the group work outputs, developing literature search and analytical skills. Create a strong framework for practical learning, combined with high academic standards.

Learning outcomes

  1. Learn to structure a business problem, creating a frame for analysis, discriminating options for resolution, and evaluating them to make action recommendations.
  2. Developing group work skills
  3. Apply and refining data gathering and analysis skills
  4. Developing literature search skills
  5. Connecting practical solutions to theory; specific answers to generalized understanding – becoming a “reflective practitioner”, able to draw broad, constructive, lessons from the challenges they have faced.

Assessment methods

Group Written Report (7,000 words) – 45%

Group Recorded Executive Summary (5 minute video, or equivalent) – 5%

Individual Written Component (7,000 words) – 50%

Feedback methods

There will be a formative poster presentation session in which groups will present their structuring of their business problem, and receive feedback.

Informal advice and discussion during a lecture, seminar, workshop or lab.

Responses to student emails and questions from a member of staff including feedback provided to a group via an online discussion forum.

Specific course related feedback sessions.

Written and/or verbal comments on assessed or non-assessed coursework.

Study hours

Independent study hours
Independent study 0

Additional notes

Informal Contact Methods

Office Hours

Online Learning Activities (blogs, discussions, self assessment questions)

Drop in Surgeries (extra help sessions for students on material they may be struggling with)




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