Last modified: 11 Dec 2024 15:46
An effective marketing plan is critical to a company competing successful in its target markets. Hence, learning the skills and knowledge to develop an effective marketing plan is important for a career in marketing. The course shall explore critical issues in the marketing planning process (identifying target audience and then develop a market strategy to target the identified segment), as well as equip students with a step-by-step guide on how to develop a marketing plan.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
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The course would require students to understand and apply the step-by-step guide for developing a marketing plan. The students will be required to identify the target audience for a business and develop an appropriate strategic action for the scenario. Students will also be required to identify and apply appropriate course of actions, along with advantages and disadvantages approaches. Finally, students will be required to develop strategic thinking and decision marking for a business.
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 20 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
(equivalent to 500-1,000 words) |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Analyse | Develop strategic thinking and decision marking for a business. |
| Conceptual | Create | Ability to identify the target audience for a business and develop an appropriate strategic action for the scenario. |
| Procedural | Create | Acquire in-depth understanding of the marketing strategy formulation process/Understand and apply a range of frameworks for developing a marketing strategy plan in a dynamic environment |
| Reflection | Create | Learn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy |
| Assessment Type | Summative | Weighting | 80 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
2,500-word report. In report 2, students will analyse different approaches and suggest meaningful strategic decision for the business. This will complete the remaining steps of the marketing plan. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Analyse | Develop strategic thinking and decision marking for a business. |
| Conceptual | Apply | Identify and apply appropriate course of actions, along with advantages and disadvantages approaches. |
| Conceptual | Create | Ability to identify the target audience for a business and develop an appropriate strategic action for the scenario. |
| Procedural | Create | Acquire in-depth understanding of the marketing strategy formulation process/Understand and apply a range of frameworks for developing a marketing strategy plan in a dynamic environment |
| Reflection | Create | Learn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy |
There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | 37 | Feedback Weeks | 40 | |
| Feedback |
Planning and Strategy Report covering Parts 1 and 2 of both assessments. The written feedback will be provided in line with the course policy. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Reflection | Create | Learn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy |
| Conceptual | Create | Ability to identify the target audience for a business and develop an appropriate strategic action for the scenario. |
| Conceptual | Analyse | Develop strategic thinking and decision marking for a business. |
| Conceptual | Apply | Identify and apply appropriate course of actions, along with advantages and disadvantages approaches. |
| Procedural | Create | Acquire in-depth understanding of the marketing strategy formulation process/Understand and apply a range of frameworks for developing a marketing strategy plan in a dynamic environment |
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