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BU552P: BUSINESS MARKETING STRATEGY PLANNING (2023-2024)

Last modified: 01 Aug 2023 11:46


Course Overview

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. 

Course Details

Study Type Postgraduate Level 5
Session Second Sub Session Credit Points 15 credits (7.5 ECTS credits)
Campus Aberdeen Sustained Study No
Co-ordinators
  • Dr Huda Khan

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

  • Any Postgraduate Programme (Studied)
  • MSc Marketing Management (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

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.


Contact Teaching Time

Information on contact teaching time is available from the course guide.

Teaching Breakdown

  • 1 Lecture during University week29
  • 9 Lectures during University week30

More Information about Week Numbers


Details, including assessments, may be subject to change until 31 August 2023 for 1st half-session courses and 22 December 2023 for 2nd half-session courses.

Summative Assessments

Oral Presentation: Group

Assessment Type Summative Weighting 30
Assessment Weeks Feedback Weeks

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Feedback

(equivalent to 500-1,000 words)

Learning Outcomes
Knowledge LevelThinking SkillOutcome
ConceptualAnalyseDevelop strategic thinking and decision marking for a business.
ConceptualCreateAbility to identify the target audience for a business and develop an appropriate strategic action for the scenario.
ProceduralCreateAcquire 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
ReflectionCreateLearn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy

Report: Individual

Assessment Type Summative Weighting 70
Assessment Weeks Feedback Weeks

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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.

Learning Outcomes
Knowledge LevelThinking SkillOutcome
ConceptualAnalyseDevelop strategic thinking and decision marking for a business.
ConceptualApplyIdentify and apply appropriate course of actions, along with advantages and disadvantages approaches.
ConceptualCreateAbility to identify the target audience for a business and develop an appropriate strategic action for the scenario.
ProceduralCreateAcquire 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
ReflectionCreateLearn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy

Formative Assessment

There are no assessments for this course.

Resit Assessments

Report: Individual

Assessment Type Summative Weighting 100
Assessment Weeks 37 Feedback Weeks 40

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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.

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
ReflectionCreateLearn to use a range of frameworks for strategic analysis leading towards the development of a marketing strategy
ConceptualApplyIdentify and apply appropriate course of actions, along with advantages and disadvantages approaches.
ConceptualCreateAbility to identify the target audience for a business and develop an appropriate strategic action for the scenario.
ConceptualAnalyseDevelop strategic thinking and decision marking for a business.
ProceduralCreateAcquire 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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