Last modified: 22 Jul 2026 13:42
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 |
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| Term | Third Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
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In the contemporary landscape of rapid economic evolution, the imperative of a proficient marketing strategy has become even more critical for enterprises of varying scales and types. 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, yet flexible guide on how to develop and implement a marketing plan. Activities include using AI to build customer personas and creating a digital twin to present and pitch your customer journey. This course is ideal for students who want hands-on skills they can use in their careers right away.
Analyse marketing environments and build a strategy.
Experiment with AI tools.
Create a customer journey using an AI twin presentation.
Learn through real-life cases and hands-on strategy design.
| Assessment Type | Summative | Weighting | 100 | |
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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 | |
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| Assessment Weeks | 37 | Feedback Weeks | 40 | |
| Feedback |
Different topic from first attempt. |
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| Knowledge Level | Thinking Skill | Outcome |
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| Knowledge Level | Thinking Skill | Outcome |
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| Procedural | Apply | Understand and apply a range of frameworks for developing a marketing strategy plan in a dynamic environment. |
| Conceptual | Understand | Acquire in-depth understanding of the marketing strategy formulation process. |
| Procedural | Analyse | Learn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy. |
| Reflection | Create | Develop strategic thinking and decision-making for a business. |
| Procedural | Analyse | Ability to identify the target audience for a business and develop an appropriate strategic action for the scenario. |
| Procedural | Evaluate | Identify and apply appropriate course of actions by evaluating respective advantages versus disadvantages . |
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