Last modified: 31 May 2022 13:30
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 | 40 | |
|---|---|---|---|---|
| Assessment Weeks | 30 | Feedback Weeks | 33 | |
| Feedback |
Report (Part 1) would require students to identify the target audience for a business (scenario would be provided). This would complete first few steps of the marketing plan. Written feedback will be provided within three weeks from the due date. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Apply | Understand and apply the step-by-step guide for developing a marketing plan. |
| Conceptual | Create | Ability to identify the target audience for a business and develop an appropriate strategic action for the scenario. |
| Assessment Type | Summative | Weighting | 60 | |
|---|---|---|---|---|
| Assessment Weeks | 31 | Feedback Weeks | 34 | |
| Feedback |
In report 2, they will analyse different approaches and suggest meaningful strategic decision for the business. This will complete the remaining steps of the marketing plan. The word count for Report (Part 2) is 2000-2500 words. Written feedback will be provided within three weeks from the due date. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Analyse | Develop strategic thinking and decision marking for a business. |
| Conceptual | Apply | Understand and apply the step-by-step guide for developing a marketing plan. |
| Conceptual | Apply | Identify and apply appropriate course of actions, along with advantages and disadvantages approaches. |
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 |
|---|---|---|
| Conceptual | Apply | Understand and apply the step-by-step guide for developing a marketing plan. |
| Conceptual | Create | Ability to identify the target audience for a business and develop an appropriate strategic action for the scenario. |
| Conceptual | Apply | Identify and apply appropriate course of actions, along with advantages and disadvantages approaches. |
| Conceptual | Analyse | Develop strategic thinking and decision marking for a business. |
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