Last modified: 27 Oct 2025 15:16
An essential input into marketing success for any organisation is a focus on customer and prescriber needs and wants as well as an understanding of customer journeys. Once understood, organisations can work on the development, delivery and communication of value propositions.
Within the context of an identified workplace marketing challenge or opportunity, this course guides learners to develop and implement practical marketing insight and/or a marketing solution.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Third Term | Credit Points | 30 credits (15 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
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Organisations expect Marketing Practitioners to be able to navigate them through challenges that arise from understanding customer needs and wants through to creating, delivering and communicating value propositions.
This marketing project-based course is specifically designed to guide learners through a practical marketing project that applies fundamental marketing knowledge and skills to solve issues around the creation, delivery and communication of a sustainable competitive position. Spanning a full trimester period, this course will combine facilitated learning sessions with additional one-on-one supervision to support learners to identify, analyse and offer solutions to a problem within a workplace.
Integrating core learnings from other courses on the MSC Marketing Programme, this project-based consulting course is subsequently a core means for learners to document their own personal development, as well as demonstrate their ability to meet the marketing challenges facing organisations.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
7,000-word project report Detailed feedback will be provided in accordance with a marking rubric, which will be communicated to students at the outset of the course.
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Procedural | Apply | Ability to define and engage with key (direct and indirect) stakeholders within the context of a specific marketing challenge |
| Procedural | Create | Ability to develop creative solutions that address the critical aspects of a marketing challenge |
| Procedural | Evaluate | Ability to utilise analytical tools and frameworks to evidence and critically evaluate a perceived marketing challenge |
| Reflection | Evaluate | Ability to critically reflect on actions undertaken during a project in order to draw out key areas of personal learning and development |
| Assessment Type | Formative | Weighting | ||
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
700-word project plan Students will be provided a workbook with guidance on key sections relating to their project proposal. As a formative submission, this will not be a graded piece of work. However, it provides a clear opportunity for supporting faculty to provide input and guidance regarding the projects’ direction. A key component of the proposal is the submission of ethical forms (if relevant), which will be mandatory for students seeking to conduct stakeholder engagement (i.e. primary research) as a part of this project. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
7,000-word project report Detailed feedback will be provided in accordance with a marking rubric, which will be communicated to students at the outset of the course. |
|||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Procedural | Evaluate | Ability to utilise analytical tools and frameworks to evidence and critically evaluate a perceived marketing challenge |
| Procedural | Apply | Ability to define and engage with key (direct and indirect) stakeholders within the context of a specific marketing challenge |
| Procedural | Create | Ability to develop creative solutions that address the critical aspects of a marketing challenge |
| Reflection | Evaluate | Ability to critically reflect on actions undertaken during a project in order to draw out key areas of personal learning and development |
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