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) and its relationship to corporate strategic planning. We will examine critically the tools of analysis needed to support the whole marketing planning process; appropriate marketing objectives and strategies; the structure and contents of a marketing plan; the interfaces with other business functions that underpin the planning process; and the implementation and control issues that will affect the marketing plan.

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; and for marketing mix decisions.

Topics covered will be drawn from the following:

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

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

Operationalising corporate strategy through marketing strategy and planning
- The marketing audit (internal and external environment analysis)
- Marketing information for marketing planning, organisation structures and systems for the control and dissemination of information and statistical analysis of market research.
- Critical success factors for marketing
- Product and market opportunity analysis.
- Strategy decisions and objectives
- Forecasting and budgeting using models (objective, subjective, correlation, regression and surveys)
- Segmentation, targeting and positioning
- Marketing (extended mix) programmes and the tactical implementation (product planning, experiments, price and promotion decisions)
- Relationship marketing management (customer analysis: satisfaction, retention, value).
- Preparing and writing the marketing plan(s)
- Implementation and control of the marketing plan (control mechanisms and measurements).

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

2. CRITICALLY APPRAISE AND DEMONSTRATE A FACILITY IN MAKING NUMERICALLY BASED DECISIONS AS PART OF JUSTIFYING MARKETING ACTIONS.
Analysis
Application
Knowledge & Understanding
Problem Solving

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

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

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

Brennan, R. 2008, Contemporary strategic marketing, 2nd edn, Palgrave Macmillan, Basingstoke.

McDonald, M., Wilson, H., I. 2011, Marketing plans: how to prepare them, how to use them, seventh edition, 7th edn, Wiley,

Kotler, P. & Keller, K.L. 2012, Marketing management, 14th (Global edn), Pearson Education

The learning strategy for this module is based around students committing a total of 300 hours of activities towards achieving the learning outcomes. These will be split between 78 hours of direct contact with a tutor and 222 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.