MG315      Half Unit
Marketing Action Learning Project

This information is for the 2014/15 session.

Teacher responsible

Mrs Jill Nurse


This course is available on the BSc in Business Mathematics and Statistics, BSc in Management and BSc in Statistics with Finance. This course is available as an outside option to students on other programmes where regulations permit and to General Course students.


Principles of Marketing (MG314) or Core Disciplines II: Marketing, Human Resource Management and Information Management (MG201) plus 2 x 2 hour additional seminars in week 1.

Course content

This course will build on theoretical concepts taught in Principles of marketing or MG201, by applying these theories and concepts to a real life situation.  Working in groups, students will develop a marketing plan for a new product/service launch; from ideation through to setting marketing launch budgets, and considering Return on Investment.  With support from the course leader, who has herself been involved in business start-ups, and outside commercial guest speakers/consultants, students will get the opportunity to use knowledge gleaned from many management courses  to craft a compelling business plan.  Every year some groups decide to pursue their ideas by actually becoming entrepreneurs and launching their products for real.  Could you be our next marketing success story?


10 hours of lectures, 4 hours of seminars and 10 hours of classes in the LT.

The two two-hour week 1 seminars are compulsory for students who have previously only taken MG201. Students who have previously taken Principles of Marketing (MG314) do not need to attend these sessions.

Formative coursework

Students will be expected to produce 1 other piece of coursework and 2 other pieces of coursework in the LT.

In addition to the final report, there are three intermediate midterm requirements – Formative assessments.

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

Indicative reading

Malcolm McDonald, Marketing Plans: How to Prepare them, How to use them, 7th Edition, Wiley

Business Model Generation, Osterwalder & Pigneur, Wiley


Project (90%, 5000 words) and presentation (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.

Key facts

Department: Management

Total students 2013/14: Unavailable

Average class size 2013/14: Unavailable

Capped 2013/14: No

Lecture capture used 2013/14: No

Value: Half Unit

Guidelines for interpreting course guide information

PDAM skills

  • Leadership
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness
  • Specialist skills