MG315      Half Unit
Marketing Action Learning Project

This information is for the 2017/18 session.

Teacher responsible

Dr Haider Ali


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.


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.


4 hours of lectures in the MT. 10 hours of lectures and 10 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

Students will be expected to produce 1 other piece of coursework and 2 other pieces of 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

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) in the LT.
In class assessment (10%).

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.


Teachers' comment

To view the course guide video, please click the following link:

Key facts

Department: Management

Total students 2016/17: 57

Average class size 2016/17: 15

Capped 2016/17: Yes (68)

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

Course survey results

(2014/15 - 2016/17 combined)

1 = "best" score, 5 = "worst" score

The scores below are average responses.

Response rate: 60%



Reading list (Q2.1)


Materials (Q2.3)


Course satisfied (Q2.4)


Lectures (Q2.5)


Integration (Q2.6)


Contact (Q2.7)


Feedback (Q2.8)


Recommend (Q2.9)