Brennan R, Baines P and Garneau P (2003) Contemporary Strategic Marketing, Palgrave ISBN 0-333-98119-7
McDonald, M. (2002) Marketing Plans: how to prepare them, how to use them, 5ed, Butterworth-Heinemann. ISBN0750656255
Best R (2002)Market Based Management, 2nd Ed, Prentice Hall, ISBN 0-13-014546-7
Gilligan, C. et al (2003) Strategic marketing planning, Heinemann. ISBN 0750622466
Kotler, P. (1997) Marketing Management. Analysis, Planning and Control, Prentice Hall. ISBN 0132613638
Mudie, P. (1997) Marketing. An Analytical Perspective, Prentice Hall. ISBN 0133577570
Piercy, N. (1992) Market-led Strategic Change, Butterworth-Heinemann. ISBN 0750606703

Must have studied Introductory Marketing or equivalent

The learning strategy for the module requires students to commit 150 learning hours (including assessment) of this there will be 60 hours of class support and 240 hours of independent and self directed study. Support will also be given by access to Scheduled Tutor Office Hours to support the module.

12 hours of lectures/large group based activity
24 hours of formal lectures
24 hours of tutor led activity - workshops and case study activity

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.

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

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).

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.