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 organisational strategic planning. You 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.

Topics covered will be drawn from the following:

Strategic management conceptual framework
- Strategy
- Planning
- Implementation and control
- 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 organisational 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
- 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).

3,000 words report covering all learning outcomes, comprising of a strategic marketing plan focusing on a chosen organisation

Scheduled learning and teaching activities.
To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
Portfolio building

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

1. Understand how to analyse an organisation’s current and future internal and external environment

University Learning Outcome:
Knowledge and Understanding

2. Analyse relevant information to recommend and inform strategic decision making

University Learning Outcome:
Learning, Analysis

3. Develop a strategic marketing plan to support organisational objectives, identifying resources required for the successful implementation

University Learning Outcome:
Application, Enquiry

4. Recommend appropriate control mechanisms to monitor and measure the progress of the implemented marketing strategy

University Learning Outcome:
Problem Solving

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:
Google Analytics
Hubspot
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Alexa Website Traffic
Google Trends

Hooley, G., Nicoulaud, B., Piercy, N. and Rudd, J. (2020) Marketing strategy and competitive positioning. 7th edition. Harlow, FT Prentice Hall.

Chaffey, D. and EllisChadwick, F. (2022) Digital marketing: strategy, implementation and practice. 8th edition. Harlow, Pearson.

Aaker, D. and Moorman, C. (2017) Strategic marketing management. 11th edition. Chichester, Wiley.

Evans, N.D. (2017) Mastering digital business: how powerful combinations of disruptive technologies are enabling the next wave of digital transformation. Swindon, BCS.

Cravens, D.W. and Piercy, N. (2012) Strategic marketing. 10th edition. New York, McGraw-Hill.

Hanlon, A. (2022) Digital marketing: strategic planning and integration. 2nd edition. London, Sage.

McDonald, M and Wilson, H. (2016) Marketing plans: how to use them, how to profit from them 8th edition.

N/A

Marketers are presented with many complex choices in the context of an uncertain future. This module will develop your strategic thinking skills and explore how planning can be used to gain sustainable advantage.

You 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.