MKT4831 Marketing Management in the Digital Age Module Handbook 2026 | MDX Dubai

• Across the module, you will complete 3 in-class activities that apply weekly concepts to real marketing problems.
• Activity will involve the application of the concepts/frameworks discussed in class to the company selected by the student for the final report.

In class: Participate in group discussions (4-5 students) for 30-45 minutes to explore concepts, followed by a plenary debrief. While discussion is collaborative, each student must develop their own individual analysis and insights.

After class: Submit an individual write-up demonstrating your personal understanding, integrating insights from class discussions but presenting your own original analysis. The submission must be entirely your own work. The exact format of the submission will be discussed in class.

a. active participation (recorded by instructor)

b. critical analysis beyond summary.

c. explicit application of the week’s frameworks. 

d. blend of analysis + reflection

e. format instructions provided in class (may vary by activity)

f. demonstration of independent critical thinking and original analysis specific to your chosen organisation

g. activities scaffold skills for Part B

h. Each activity aligns with the weekly learning planner.

i. All activities require evidence of knowledge application. j.

j. All submissions (both formative and summative) are individual assessments.

k. While classroom discussions are collaborative to enhance learning, your submitted work must be independently produced

Students will receive written summative feedback. Formative feedback will be given in class, and students can book an appointment within office hours for individual feedback.

Provisional marks are subject to the external examiners’ approval, and they reserve the right to amend marks if it is deemed appropriate for an MBA level.

Your final grades will be available in early June via MyMDX. Please note that academic staff members are not able to release your final results.

Generative Artificial Intelligence (AI) tools, including ChatGPT, which generates human-like text and DALL-E, which creates images based on text prompts, can generate a wide range of materials, including text, images, code and even ideas. There are important considerations to keep in mind when using these tools, including information security and data privacy, compliance, copyright, and academic integrity. Using AI to support your learning can be beneficial if used responsibly and with integrity. However, submitting work generated by AI as your own work is a serious breach of academic integrity, which carries penalties, including expulsion from the University.

In this assessment, you are only allowed to use Generative AI tools to find relevant literature and brainstorm ideas. Anything that is not your own original creation or thoughts should be appropriately referenced. You will need to acknowledge any use of generative AI output in your work and should provide a full and correctly formatted in-text citation and reference list entry – see https://libguides.mdx.ac.uk/plagiarismreferencing/AI.

Unacceptable use of AI tools includes (but is not limited to): submitting edited or unedited text generated by AI; asking AI your assessment questions to directly generate solutions to parts or the entire task at hand and then using the work fully or with some editing; using AI tools for translating, writing or editing to create or improve any part of your work to a level that cannot be reproduced without the use of such tools; accepting answers provided by AI without any critical examination or careful review for accuracy. Word processing software like MS Word can help with spelling checking and grammar mistakes. If you are using text, images, ideas, etc. from Generative AI:

Don’t try to pass these off as your own

Cite and reference anything that you have used from AI (and anywhere else).

If you use AI tools (for finding literature or brainstorming ideas only), you are required to provide a copy of the AI output as an appendix to your work.

Please use Cite Them Right Online for further information (including the Harvard referencing format). It is strongly recommended that you retain the developmental work (plans, drafts, sketches, AI prompts, etc.) that you have produced when working on your assignment so that you can demonstrate, if requested, the process you undertook to produce the work submitted for assessment. For example, if you used Generative AI tools as your initial background search, you should keep the material they generated and then show through a version history how you developed and moved on from the content to create your own independent work. Please remember the limitations of AI tools: inaccurate or incomplete information, biased or prejudiced responses, limited understanding of real-world context, and fabrication or hallucination of information (including references).

Students should draw on theoretical concepts/frameworks covered during the lectures and seminars.

Students are also encouraged to search for other theoretical frameworks that can be found in journals recommended in this Handbook.

Students are encouraged to use Marketing Intelligence Databases such as Euromonitor (via the MDX Library Databases).

Your report should be submitted on Turnitin by 23:56 hrs UAE Time.

You must upload your final work online as an MS Word document, with Font Arial 12 pt, double line spacing. Links that do not upload, files that are illegible/inaccessible due to file type/format or are incomplete will be considered a non-submission.

You will work independently as a Marketing Consultant for an organisation that you will agree in advance with faculty. You will utilise diverse analytical tools to develop and present a market situation analysis and an internal analysis. You will apply strategic marketing frameworks, concepts, and theories to modify the marketing plan for the organisation. The goal will be to enhance the marketing effectiveness.

Key areas that students will investigate in their research and evaluation of the organisation include:

a. An overview of the organisation that outlines its key products/services, the business model, the brand, its direct competitors, the main customer segment(s), and so on

b. An evaluation of the changes forecasted in the macroenvironment to understand the future opportunities and challenges for the organisation.

c. The assessment of the main goals and objectives that the organisation aims to achieve and the key resources, marketing skills and capabilities it possesses.

d. Based on your macro and micro analysis, identify key strategic objectives and propose modifications to one or more elements of the marketing mix (4Ps). Include main goals, refined target customer segments, and key performance metrics that the organisation should achieve through these modifications [remember: The goal is to enhance revenues and/or income].

e. What are the specific modifications recommended for product/service offerings, brand positioning, pricing strategies, distribution channels, and/or communication tactics? Provide detailed implementation plans for your recommended marketing mix changes.

1. Please ensure that the report you submit is your original work.

2. You can choose your own organisation/employer (current or immediate past) for this assignment. If this is not possible, or not desirable, you can propose to use another organisation, but this must be agreed with your academic staff team beforehand.

3. The report should focus on both the external and internal marketing environment.

4. You are expected to use marketing-related theories, concepts, models and/or frameworks you have encountered in your studies up to this point to reflect your learning. As an external Marketing Consultant, you are required to objectively look at data to form insights about the organisation. Please remember to reference your sources (even for well-known and frequently used models, etc.).

5. Use a formal report structure with a table of contents, page and section numbers, labels and titles for diagrams and tables, etc.

6. Use appendices for supporting information that is not needed in the analysis (for example, lists/descriptions of products/services, if provided at all).

7. References should be to a postgraduate standard, with in-text citations and full bibliographical details in the Table of References following the Harvard style.

The following structure should be used:

1. Title page: This should include a meaningful title for your report, your name and student ID number, and the report’s word count

2. Executive Summary: A high-level overview of the contents of the Management Consultancy report (one or two paragraphs)

3. Main body of the Management Consultancy report: use appropriate numbered sub-headings

4. Conclusions

5. Referencing: evidence of using ‘good sources’ is important, and therefore, your sources must be correctly cited and fully referenced in the Harvard style. See: www.citethemrightonline.com

Exceeding the word count and/or submission in a form other than a MS Word Document will result in a penalty of 10% of your marks for your work.

Students will receive written summative feedback. Any formative feedback can be available during office hours.

Provisional marks are subject to the external examiners’ approval, and they reserve the right to amend marks if it is deemed appropriate for an MBA level.

Your final grades will be available in early June via MyMDX. Please note that academic staff members are not able to release your final results.

Generative Artificial Intelligence (AI) tools including ChatGPT, which generates human-like text and DALL-E, which creates images based on text prompts, can generate a wide range of materials, including text, images, code and even ideas. There are important considerations to keep in mind when using these tools, including information security and data privacy, compliance, copyright, and academic integrity. Using AI to support your learning can be beneficial if used responsibly and with integrity. However, submitting work generated by AI as your own work is a serious breach of academic integrity which carries penalties, including expulsion from the University.

In this assessment, you are only allowed to use Generative AI tools to find relevant literature and brainstorm ideas. Anything that is not your own original creation or thoughts should be appropriately referenced. You will need to acknowledge any use of generative AI output in your work and should provide a full and correctly formatted in-text citation and reference list entry – see https://libguides.mdx.ac.uk/plagiarismreferencing/AI.

Unacceptable use of AI tools includes (but is not limited to): submitting edited or unedited text generated by AI; asking AI your assessment questions to directly generate solutions to parts or the entire task at hand and then using the work fully or with some editing; using AI tools for translating, writing or editing to create or improve any part of your work to a level that cannot be reproduced without the use of such tools; accepting answers provided by AI without any critical examination or careful review for accuracy. Word processing software like MS Word can help with spelling checking and grammar mistakes.

If you are using text, images, ideas, etc. from Generative AI:

• Don’t try to pass these off as your own
• Cite and reference anything that you have used from AI (and anywhere else).

If you use AI tools (for finding literature or brainstorming ideas only), you are required to provide a copy of the AI output as an appendix to your work.

Please use Cite Them Right Online for further information (including the Harvard referencing format). It is strongly recommended that you retain the developmental work (plans, drafts, sketches, AI prompts, etc.) that you have produced when working on your assignment so that you can demonstrate, if requested, the process you undertook to produce the work submitted for assessment. For example, if you used Generative AI tools as your initial background search, you should keep the material they generated and then show through a version history how you developed and moved on from the content to create your own independent work. Please remember the limitations of AI tools: inaccurate or incomplete information, biased or prejudiced responses, limited understanding of real-world context, and fabrication or hallucination of information (including references).