BU593L: Business Marketing Strategy Planning

BU593L: BUSINESS MARKETING STRATEGY PLANNING (2026-2027)

Last modified: 22 Jul 2026 13:42

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
Term	Third Term	Credit Points	15 credits (7.5 ECTS credits)
Campus	Aberdeen	Sustained Study	No
Co-ordinators	Dr Iva Atanasova

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

Any Postgraduate Programme (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?

Course Description

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.

Details, including assessments, may be subject to change until 21st September 2026 for Term 1 and Full Year courses and 8th January 2027 for Term 2 courses.

Summative Assessments

Report: Individual

Assessment Type	Summative	Weighting	100
Assessment Weeks		Feedback Weeks		Look up Week Numbers
Feedback

Learning Outcomes

Sorry, we don't have this information available just now. Please check the course guide on or with the Course Coordinator
Knowledge Level	Thinking Skill	Outcome

Formative Assessment

There are no assessments for this course.

Resit Assessments

Report: Individual

Assessment Type	Summative	Weighting	100
Assessment Weeks	37	Feedback Weeks	40	Look up Week Numbers
Feedback	Different topic from first attempt.

Learning Outcomes

Sorry, we don't have this information available just now. Please check the course guide on or with the Course Coordinator
Knowledge Level	Thinking Skill	Outcome

Course Learning Outcomes

Knowledge Level	Thinking Skill	Outcome
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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