Not available in 2022/23
MG315      Half Unit
Marketing Action Learning Project

This information is for the 2022/23 session.

Teacher responsible

Dr Haider Ali


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.


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.


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


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 2021/22: Unavailable

Average class size 2021/22: Unavailable

Capped 2021/22: No

Value: Half Unit

Guidelines for interpreting course guide information

Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Personal development skills

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