A 5000 word assignment focusing on aspects of the marketing planning process and based upon analysis of a case study - 100% (Tests Learning Outcomes 1, 2 and 3.

- The purpose of this module is to outline the strategic marketing planning process and the culmination of the process (the marketing plan). We will examine critically the tools of analysis needed to support the marketing planning process

- A significant emphasis will be placed upon the numerical aspects of decisions in the strategic marketing planning process. For example: the use of forecasting models, data and information analysis, customer analysis and modelling of marketing decisions in communications and media, pricing and other mix elements

Topics covered will be drawn from the following:

Strategic marketing conceptual framework
- Strategy
- Planning
- Concepts and models

Analysis of the external environment and internal capabilities
- Evaluation of markets and competitive contexts
- Cultural aspects of strategy (organisational, national and international)

Operationalising the marketing strategy and plan

Preparing and writing the marketing plan(s)

Implementation and control of the marketing plan (control mechanisms and measurements).

1. CRITICALLY EVALUATE A BUSINESS SCENARIO FOR MARKETING AUDIT AND PLANNING PURPOSES.
Knowledge & Understanding
Problem Solving

2. CRITICALLY APPRAISE AND DEMONSTRATE A FACILITY COMPETENCE? IN MAKING NUMERICALLY BASED DECISIONS AS PART OF JUSTIFYING MARKETING ACTIONS.
Application
Problem Solving

3. PRODUCE A JUSTIFIED MARKETING PLAN BASED UPON THE SCENARIO ANALYSED
Application
Communication
Knowledge & Understanding
Learning
Problem Solving

The learning strategy for the module requires students to commit 300 learning hours (including assessment) of this there will be 72 hours of class support and 228 hours of independent and self directed study.

Lectures will provide the conceptual framework and direct independent and self-directed study. Tutorial activities will be focused on case study work, discussions, exercises and application of tools and numerical analysis and develop knowledge, understanding, critical analysis and application. Formative feedback will be given to students during sessions.
Workshops will provide a less structured environment to encourage discussion and debate to stimulate critical thinking
Independent and self-study will include directed reading, research into case scenarios and accessing learning resources for marketing.

Business Library
Internet access
E-mail
PC with Office software
Module website
Marketing journals and practitioner magazines

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY.

Best R J (2009) Market Based Management, Strategies for Growing Customer Value and Profitability, Pearson Prentice Hall, ISBN 978-0-13-813396-2
Brennan R, Baines P and Garneau P (2008) Contemporary Strategic Marketing, Palgrave ISBN 0-333-98119-7
Hollensen, S, (2006) Marketing planning, A Global Perspective, McGraw Hill, ISBN 9780077104184