BMM6242 - Marketing Strategy and Planning

Objectives:

On successful completion of the module, students will be able to:
Compare and contrast a range of strategic marketing approaches and models across commercial, public sector and not-for-profit organisations.
Produce an extensive environmental, customer and competitor analysis using a range of theoretical and practical frameworks.
Relate marketing strategy choice to the optimisation of organisational aims. Produce and justify a detailed strategic marketing plan.

Content:

The module will be delivered via a series of weekly 3-hour teaching blocks, comprising whole-group interactive lecture and seminar covering fundamental theories and applications. Lectures and seminars will be supported by in-depth applied workshops.

The module will make use of current newsworthy case studies and developing business and political trends, and so the nature of the topics and exercises will vary. Students will be provided with, and/or directed to, relevant reading and additional questions/exercises to support their progress through the module material.

Learning and Teaching Information:

The module will be delivered via a series of weekly 3-hour teaching blocks, comprising whole-group interactive lecture and seminar covering fundamental theories and applications. Lectures and seminars will be supported by in-depth applied workshops.

The module will make use of current newsworthy case studies and developing business and political trends, and so the nature of the topics and exercises will vary. Students will be provided with, and/or directed to, relevant reading and additional questions/exercises to support their progress through the module material.

Lectures/Seminars
Contact hours: 30
Intended Group size: Cohort

Workshops/Tutorials
Contact hours: 10
Intended Group size: Cohort or variable sized groups

Guided independent study
Hours: 160

Further details relating to assessment
Online activities: short scenario-based learning activities designed to reinforce understanding of key issues relating to strategic marketing approaches and models.

Marketing plan: this assignment requires students to detail the background research and strategic planning designed to achieve clearly defined marketing objectives for the next financial year.

Formative assessment: in a video presentation, students are required to highlight background research (macro and micro-environmental factors) which will inform the written marketing plan due for submission at the end of the module.

Assessment:

001 Scenario Based e: learning activities 30 mins week 3 5%
002 Scenario Based e: learning activities 30 mins week 5 5%
003 Scenario Based e: learning activities 30 mins week 7 5%
004 Scenario Based e: learning activities 30 mins week 9 5%
005 Presentation 15 minutes week 7 10%
006 Marketing Plan 3000 words end of module 70%

Fact File

Module Coordinator - Gaynor Cross
Level - 6
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 6S1

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