Last modified: 31 Jul 2023 11:19
This module focuses on marketing theoretical concepts and their practical application. We will discuss and analyse the marketing strategic planning approaches and their relevance for large and small businesses. We will look into the marketing strategic planning and control processes which will enable the students to build an insider understanding of decision-making processes, issues faced in varied organisational settings in a dynamic and challenging, high velocity post pandemic environment.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
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Module Aims
The module will enable the development of a critical awareness of general marketing principles and practices, marketing strategy and planning, and the implications of marketing strategy and planning for entrepreneurial activity.
Learning Outcomes
On successful completion of the module, students will be able to:
1. Acquire in-depth understanding of the marketing strategy formulation process
2. Learn to differentiate between the marketing approaches of large and medium sized firms (SMEs)
3. Learn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy in a dynamic environment
4. Apply techniques, models and frameworks to assess organisational environment and develop marketing strategy plans for different types of businesses
5. Develop integrated marketing communications
On completion of the module you will develop your:
• Forward planning and strategic thinking
• Problem solving and decision-making
• Work environment experience
• Written communications skills
• Critical thinking, critical reading and writing
• Commercial/business awareness
• Presentation skills
| Assessment Type | Summative | Weighting | 60 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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| Assessment Type | Summative | Weighting | 40 | |
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| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
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There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | Word Count | |||
| Knowledge Level | Thinking Skill | Outcome |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Understand | Acquire in-depth understanding of the marketing strategy formulation process. |
| Conceptual | Analyse | Learn to differentiate between the marketing approaches of large and medium sized firms (SMEs). |
| Procedural | Apply | Learn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy in a dynamic environment. |
| Reflection | Evaluate | Apply techniques, models and frameworks to assess organisational environment and develop marketing strategy plans for different types of businesses. |
| Conceptual | Create | Develop integrated marketing communications. |
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