BMM6242 - Marketing Strategy and Planning

Objectives:

On successful completion of the module, students will be able to:

1 - Compare and contrast a range of strategic marketing approaches and models across commercial, public sector and not-for-profit organisations
2 - Produce an extensive environmental, customer and competitor analysis using a range of theoretical and practical frameworks
3 - Relate marketing strategy choice to the optimisation of organisational aims
4 - Produce and justify a detailed strategic marketing plan.

Content:

This module will introduce students to advanced 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. Students will analyse in detail marketing planning and its role within the organisation and in society, and produce an environmental analysis and interpretation of global market trends drawing on a range of theories.

Dimensions of strategic marketing planning and the criteria for successful customer and competitor analysis, including the international business context will also be discussed.

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 3 x online scenario based activities; 20 minutes; weeks 4,6,8 Semester 1 30%
002 Marketing plan; 2,000 words; end of semester 1 70%

Fact File

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

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