MKT6242 - Marketing Strategy and Planning

Objectives:

On successful completion of this module students will be able to:

(1) evaluate and apply a range of strategic marketing approaches and models across commercial, public sector and not-for-profit organisations;
(2) relate marketing strategy choice to the optimization of organizational aims;
(3) perform extensive environmental, customer and competitor analysis using a range of theoretical and practical frameworks;
(4) prepare and justify a detailed strategic marketing plan.

Content:

(1) Detailed strategic marketing theory related to planning, including relationship marketing, stakeholder theory and strategy and portfolio models intended to ensure optimum use of resources and achievement of marketing objectives.
(2) Marketing planning and its role within the organization and in society.
(3) Environmental analysis and interpretation of market trends drawing on a range of theory.
(4) Dimensions of strategic marketing planning and the criteria for successful customer and competitor analysis.

Learning and Teaching Information:

lecture
Contact hours:20
Number of Groups:1

Tutorial
Contact Hours:20
Number of Groups:4

Assessment: