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IB592W: STRATEGIC MARKETING (2023-2024)

Last modified: 23 Jul 2024 10:43


Course Overview

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.

Course Details

Study Type Postgraduate Level 5
Term Third Term Credit Points 15 credits (7.5 ECTS credits)
Campus Aberdeen Sustained Study No
Co-ordinators
  • Dr Iva Atanasova

What courses & programmes must have been taken before this course?

  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

None.

Are there a limited number of places available?

No

Course Description

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

Details, including assessments, may be subject to change until 30 August 2024 for 1st term courses and 20 December 2024 for 2nd term courses.

Summative Assessments

Research Report

Assessment Type Summative Weighting 40
Assessment Weeks Feedback Weeks

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Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Research and Reflective Report

Assessment Type Summative Weighting 60
Assessment Weeks Feedback Weeks

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Learning Outcomes
Knowledge LevelThinking SkillOutcome
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Formative Assessment

There are no assessments for this course.

Resit Assessments

Essay

Assessment Type Summative Weighting 100
Assessment Weeks Feedback Weeks

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Feedback Word Count 1500
Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
ConceptualUnderstandAcquire in-depth understanding of the marketing strategy formulation process.
ConceptualAnalyseLearn to differentiate between the marketing approaches of large and medium sized firms (SMEs).
ProceduralApplyLearn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy in a dynamic environment.
ReflectionEvaluateApply techniques, models and frameworks to assess organisational environment and develop marketing strategy plans for different types of businesses.
ConceptualCreateDevelop integrated marketing communications.

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