MBA7032 - Strategic Marketing and Planning

Objectives:

On successful completion of the module, students will be able to:
Systematically understand the developing nature of the marketing environment.
Critically analyse the competitive marketing situation and environment of an organisation.
Construct supported marketing decisions based around the various elements of the marketing mix.

Content:

The module aims to provide a comprehensive insight into key areas of marketing, including developments that will impact on the future of marketing activity. The areas included within this are:

• Consumer behaviour (B2B, B2C, C2B, C2C)
• Situational analysis (SWOT, TOWS, PESTLE)
• Competitive analysis (competitive forces, market analysis)
• Pricing, promotion (marketing communications), product and distribution strategies
• Creating competitive advantage (value chain)
• e-marketing,
• service marketing
• international marketing.

Learning and Teaching Information:

The sessions will be organised in mainly 2.5-hour teaching blocks. Lectures will deliver core theoretical frameworks followed by seminar discussions and workshops.

Lectures/seminars
Hours: 24
Intended Group size: Whole cohort

Guided independent study
Hours: 176

All Individual components must be passed to pass the module overall.