Course Catalogue

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This course examines the processes involved in the analysis of markets and the evaluation of market response options in the preparation of a Market Plan.

The creation of a Market Plan is an essential part of business development in both the Public and Private sectors .The plan integrates all aspects of a marketing proposal which allows the assessment of the feasibility of a project to be made, it also provides the basis of action and coordination with other functions of the enterprise

10 x 4 hour lectures over semester 2.

Please refer to the Postgraduate Prospectus for further details: http://www.gla.ac.uk/postgraduate/

Assessment

Group Market plan -50%

Simulation by practical example, case study or e modelling of a marketing situation -30%

Self analysis of learning and performance-20%

Reassessment

In accordance with the University's Code of Assessment reassessments are normally set for all courses which do not contribute to the honours classifications. For non honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students, and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions are listed below in this box.

Reassessments are normally available for all courses, except those which contribute to the Honours classification. For non Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions for this course are described below. 

This course examines the processes of analysis and decision Making as they relate

Specific aims are

■ To examine the processes, structures and techniques required to development of a Market plan

■ To examine techniques of analysis and to examine processes of decision making and risk assessment

■ To examine the processes and techniques use to create, research, develop and evaluate marketing ideas

■ To examine the relationship between marketing and the other functional areas of a business

■ To examine the processes and the dynamics of marketing as a business grows and develops

By the end of this course students will be able to:

■ Summarise and demonstrate the use of the appropriate structures and tools of market analysis

■ Demonstrate a systematic approach to the evaluation of opportunities

■ Evaluate the nature and consequences of business risk

■ Construct a market plan, analyse and constructively criticise marketing proposals

■ Analyse and evaluate the relationship between the functional areas of a business and marketing

■ Through a simulation of real business situations develop an understanding of the variations in implementations and the issues involved

■ Analyse and evaluate their own performance and learning

■ Demonstrate team working and presentational skills used in the development of plans and presentations of these plans

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.