BMM6242 - Marketing Strategy and Planning

Objectives:

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

Content:

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

Learning and Teaching Information:

The module will be run as a weekly series of lectures that are supported with the use of ‘real life’ examples. The lecture content will be compounded through a series of complementary seminars and tutorials.

Lectures
Contact hours: 10
Intended Group size: 80

Tutorials/case study work
Contact hours: 10
Intended Group size: 80

Break-out sessions
Contact hours: 20
Intended Group size: 1

Guided independent study
Hours: 160

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%


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