Course Resources Archive

This module will introduce students to a systematic approach to marketing decision-making using a planning framework. With the aid of contemporary theory and case studies, the module will explore each stage in the marketing planning process from appraising the firm’s current situation through to objective setting, formulating and evaluating alternative marketing strategies and making them operational via an integrated marketing mix.  Students will be encouraged to explore the practical application of concepts and techniques in a variety of marketing contexts and to reflect on their usefulness.

Where are we now? Appraising the internal and external situation: analysing the product/brand portfolio; brand evaluation; analysing customers, markets and competitors.
Where do we want to be? Formulating objectives and deciding strategic direction: gap analysis; Product/market alternatives; competitive strategies; segmentation, targeting and brand positioning and identity.
How might we get there? Designing and delivering the value proposition: designing an integrated marketing mix; new product/brand introduction; managing products and brands over time; designing and managing routes to market; communications strategies and tactics to build brand equity.
How can we ensure arrival? Managing relationships and interfaces, evaluating and tracking brand and marketing performance. The brand scorecard.

i. Knowledge and understanding
By the end of the module, students should be able to:

1. Discuss the nature and scope of the marketing manager’s role and appreciate marketing’s potential contribution to organisational effectiveness;
2. Explain key marketing concepts, theories and techniques for analysing a variety of marketing situations and formulating marketing strategies;
3. Appreciate how internal and external environmental forces can affect the formation and implementation of marketing strategies;
4. Discuss the issues to be managed in building and sustaining strong brands and brand portfolios and evaluate the impact of marketing mix decisions on the creation and maintenance of brand equity;
5. Apply introduced frameworks, concepts, tools and techniques to the analysis of marketing situations and resolution of marketing problems in a variety of contexts;
6. Develop and justify coherent marketing strategies and plans
7. Identify and critically evaluate methods of evaluating marketing performance;
8. Appraise the financial performance of a business entity using a range of performance indicators and other relevant information;
9. Understand the difference between profit and cash and the consequences of poor cash management;

ii. Skills

By the end of the module students should have developed skills in:

1. Application of Numerical Techniques: Module involves the interpretation of company information, which will include numerical data.
2. Analytical skills: Students are required to critically examine, assess and evaluate case studies and other course material.
3. Communication and literacy: Tutorials and assignments will involve the preparation of reports and the presentation of proposals.
4. Working with others: Assignments and tutorials will involve small group activities.
5. ICT: Students will be expected to make use of word-processing, spreadsheets and presentation software in the course of producing their assignments.

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.