This information is for the 2020/21 session.
Teacher responsible
Dr Haider Ali
Availability
This course is available on the BSc in Business Mathematics and Statistics, BSc in Management, International Exchange (1 Term) and International Exchange (Full Year). This course is available as an outside option to students on other programmes where regulations permit and to General Course students.
Pre-requisites
Core Disciplines II: Marketing, Human Resource Management and Information Management (MG201) or Marketing (MG212).
Course content
This course will build on theoretical concepts taught in the pre-requisites, by applying these theories and concepts to a real-life situation. Working in teams, students will develop a marketing plan for a new product/service launch; from ideation through to marketing research and setting marketing launch budgets, and considering Return on Investment. With support from the course leader, students will get the opportunity to use knowledge gleaned from many management courses to craft a compelling marketing plan. This course will test not only your academic knowledge but also your practical problem-solving skills, resourcefulness, and creativity.
Teaching
2 hours of lectures in the MT. 21 hours of seminars and 3 hours of classes in the LT.
Students on this course will have a reading week in Week 6, in line with departmental policy.
Formative coursework
As part of their teams, students will be expected to produce 3 pieces of formative coursework in the LT.
i) One page memo drafting the scope of the project area.
ii) Mid Term Report One – proposing the market segment to be targeted (based on relative attractiveness).
iii) Mid Term Report Two – Research Plan
Work undertaken for the above can be used within the final report that is submitted for summative assessment.
Indicative reading
Malcolm McDonald, Marketing Plans: How to Prepare them, How to use them, 7th Edition, Wiley
Business Model Generation, Osterwalder & Pigneur, Wiley
Assessment
Project (90%, 5000 words) and in-class assessment (10%) in the LT.
The project will be completed in a group. A Group Evaluation Form will be required, where students' comments on their peers can affect the final grade allocated. Please note that project group membership will be allocated by the course leader.
In the last class of the Lent Term students will be required to write, under exam conditions, a reflective piece on the work undertaken by their team and their contribution to it. The precise focus of students’ answers will be determined by the question that they have to address.
Key facts
Department: Management
Total students 2019/20: 50
Average class size 2019/20: 50
Capped 2019/20: Yes (67)
Value: Half Unit
Personal development skills
Important information in response to COVID-19
Please note that during 2020/21 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the situation of students in attendance on campus and those studying online during the early part of the academic year. For assessment, this may involve changes to mode of delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.