Marketing Planning

Module Identifier
BM37305
Module Title
Marketing Planning
Academic Year
2027/2028
Semester
Semester 2
Co-ordinator
Dr Julie Jones
Reading List
View on Aspire
Exclusive (Any Acad Year)

Nil
Other Staff
Dr Sophie Bennett-Gillison
Dr Matthew Price
Mr Tim Bennett-Gillison

Assessment

Assessment Type

Assessment details

Proportion
Semester Assessment Report: Report on Marketing Planning 1500 Words 100%
Supplementary Assessment Report: Report on Marketing Planning 1500 Words 100%

Learning Outcomes

On successful completion of this module students should be able to:

  1. Articulate and critically evaluate the importance of marketing planning and its application in marketing today.
  2. Analyse different aspects of marketing planning
  3. Demonstrate know ledge of the roles of various frameworks in developing marketing strategies.

Brief description

The marketing planning process is a systematic approach for developing marketing goals, strategy, and implementation tactics. This module develops an understanding of the manner in which marketing planning takes place through the integration of various frameworks and real-life application

Aims

The aims of this module are:

1. Articulate and critically evaluate the importance of marketing planning and its application in marketing today.

2. Analyse different aspects of marketing planning

3. Demonstrate knowledge of the roles of various frameworks in developing marketing strategies.

Content

• Define Marketing Planning, and the benefits of an effective plan.

• Step by Step application Paul Smith’s SOSTAC framework

• Analysis of current environments – internal and external

• Internal analysis will include McKinsey 7’s, BCG, Marketing Mix, Stakeholder Analysis

• External Environment analysis will include SWOT/TOWS, Porters Five Forces, STP, PESTLE

• Use of SMART objectives as part of situation analysis

• Strategic options: Ansoff’s Matrix, Porter’s Generic Strategies

• Key Performance Indicator (KPI)

Module skills

Skills type

Skills details
Creative Problem Solving Students will gain problem solving skills as part of their coursework assessment and classroom exercises.
Critical and analytical thinking The coursework will need a certain amount of market research which the student will undertake, gaining key research skills
Digital capability Students will be expected to make appropriate use of word processing and presentational software in their coursework. Also they should make use of blackboard and on-line research.
Professional communication The presentation will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills
Subject Specific Skills A deeper understanding and the ability to critically evaluate marketing plans which is a major part of business today.

Notes

This module is at CQFW Level 6