Course : Marketing Consultancy

Course Code : BMKT 42262

Credit Value : 2

Status : Compulsory

Level : Level 4

Semester : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. outline how marketing consultancy can be applied in various organizations
  2. evaluate the need for marketing consultation in various functions within the marketing domain
  3. apply relevant tools and concepts in designing areas of consulting
  4. select effective approach and tools to practice marketing consultation
  5. apply relevant fee/pricing approaches in marketing consultation
  6. apply professional insights to enhance strategic partnerships with stakeholders as a service provider or client

Course Content         :

Topic No

Topic

Learning Outcomes

Teaching

and

Learning Method

Method of Assessment

1

Introduction to marketing consultation

At the end of this session students should be able to;

  1. grasp the meaning of consultancy service
  2. appraise consultancy as a service in the marketing context(including trends of opportunities and strategic advantage)
  3. recognize the tasks of the consultants and required competence which resembles a  professional consultant (including the roles pertained to new businesses, solving prevailing issues and changing scenarios)

Lectures Group discussions

Marketing Consultancy Report Presentations

2

Essentials in marketing consultation

At the end of the session students should be able to;

  1. be aware of the Client-Cantered  Marketing Process
  2. apply the Client -Cantered  Marketing Process Model
  3. appraise and apply  the models or theories   in practical scenarios (followed by financial and non-financial parameters)
  4. select the suitable template and models to incorporate into marketing consultancy practice in par with the context referred (such as selecting the effective business solution model addressing to functional/ system integration)

Lectures

Brainstorming sessions Workshops

Marketing Consultancy Report Presentations

3

Strategic Frame for Consultancy

At the end of the session students should be able to;

  1. evaluate the clients and their expectations accurately (including client's expectations towards financial and non-financial returns in par with the nature of the problem)
  2. integrate the strategy levels and  planning levels  in order to  construct an effective formulation of strategy (such as corporate level, SBU level, functional level and tactical level)
  3. construct a firm’s strategic profile with adherence to the strategic frame

Brainstorming sessions

Workshops

Role play Case studies

Marketing Consultancy Report

Presentations

4

Proposal Writing

At the end of the session students should be able to;

  1. outline the content and purpose of a marketing consultancy proposal spontaneously (including the content of the problem or opportunity analysis, modelling solutions and execution guide)
  2. justify the rationale of a marketing consultancy proposal (including the rationale of cost, time, risk and organizational structural fitness)
  3. prepare a marketing consultancy proposal
  4. develop a consultancy report which will address the issues pertained to a given context

Lectures  Group discussions Brainstorming sessions

Marketing Consultancy Report Presentations

5

Technology for Consultancy

At the end of the session students should be able to;

  1. develop an understanding of new technologies available for consultancy (such as integrated application systems)
  2. recommend an appropriate technology for a given context(including the factors related to organizations structure and culture)
  3. internalize the usage of suitable technology in providing solutions

Lectures  Group discussions Role Plays

Marketing Consultancy Report Presentations

6

Best Practices in Consultancy

At the end of the session students should be able to;

  1. develop an understanding of the appropriate analysis approach
  2. practice effective listening skills in client relationship in order  to enhance the professionalism
  3. propose solutions for a given context (aligned to the excellence of knowledge, commitment, accountability and strategic partnering)
  4. practice best practices in order to achieve the set goals within the defined frames

Lectures  Case study based group discussions

Marketing Consultancy Report

Presentations

7

Business Ethics in Marketing Consulting

At the end of the session students should be able to;

  1. outline standard of conduct in a given context
  2. diagnose conflicts of interest  in par with the context referred to a given scenario
  3. justify consultancy ethics and fees in a professional manner
  4. internalize a code of ethics (such as information policy, legal commitment, time commitment and corporate ethics as a service supplier)

Lectures Case study based group discussions

Marketing Consultancy Report Presentations

Recommended Reading:

  1. Biech, E. (2003), "Marketing your Consultancy Services: A Business of Consulting Resource", Pfeiffer.
  2. Kim, V.W.E. and Wee, V. (2013), "Using and Preparing Marketing Consultancy: Most companies thought that planning were in fact forecasting and budgeting and seriously has suffered grave results", Scholars' Press.
  3. Morse, E.A. and Mitchell, R.K. (2007), "Cases in Entrepreneurship", 4th Edition, Sage Publications Inc.
  4. Weiss, Alan. (2011), "The Consulting Bible: Everything You Need to know to Create and Expand a Seven-Figure Consulting Practice", Wiley.
  5. Wheelen, T.L.J., Hunger, D. (2008), "Strategic Management and Business Policy Concept", 11th Edition, Prentice Hall.

 

Highligts

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