This module provides a comprehensive evaluative insight into the marketing planning process. Here candidates with will be expected to primarily research, analyse and in turn devise a marketing plan for a live partnering organisation or case study simulation. The unit will develop candidates' ability to evaluate the various concepts, theories and frameworks seen throughout marketing in order to avoid restricting strategic thinking.
Scheduled Hours: 25
Independent Study Hours: 125
Total Study Hours: 150
Coursework project - 1,500 words (70%)
1.5 hour examination (30%)
A pass must be achieved in the coursework project in order to pass the module.
Reassessment: 100% reassessment coursework
Hooley, G., Piercy, N. and Nicoulaud, B. (2012) "Marketing Strategy & Competitive Positioning" 5th Ed. Pearson
Aaker, D. and McLoughlin, D. (2010) Strategic Marketing Management, European Edition, Wiley
Cravens and Piercy (2012) Strategic Marketing' 10th ed. McGraw-Hill HigherEducation Strategic Marketing: Creating Competitive Advantage. (2015).
West, D. Oxford University Press Classifying Services to Gain Strategic Marketing Insights. (1983).
Lovelock, C, H. Journal of Marketing Milichovsky, F, & Simberova, I. (2015). 'Marketing Effectiveness: Metrics for Effective Strategic Marketing', Engineering Economics, 26, 2, pp. 211-219
Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising. (2014). Holiday, R. Profile Books Module will require students to be able to access to market data sources such as Mintel and Business Source Complete and MarketLine Advantage.
Extensive reference will be made to case law, statute law and selected monographs available through the Online Learning Environment.
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a systematic understanding of how marketing functions deliver competitive advantage to efficient, effective and ethical organisations.
- Explain and evaluate the relationship between market orientation and the practical process and skills involved in analysing the external environment.
- Evaluate, and apply a range of marketing analysis tools and techniques used to structure, categorise and analyse an organisation's internal and external environment in order to generate marketing intelligence.
- Evaluate the implications and prioritise the importance of external and internal intelligence.
- Devise a range of justifiable objectives which reflect the external and internal contexts of an organisation.
- Explain, apply and evaluate a range of theories which assist marketers in developing a range of strategic options to achieve a competitive advantage.
- Recommend and justify tactical and strategic decisions based on market intelligence and the internal dynamics of a given organisation.
- Identify an organisation's information needs, scope of research projects and resource capability to underpin the development of a business case to support marketing projects.
- Devise appropriate control mechanisms in order to monitor and measure the progress of the implementation of a marketing strategy.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Communicate information in a professional manner.
- Use a range of established techniques to critically analyse information, and propose solutions to problems
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