MARKETING PLANNING AND STRATEGY

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N525218
Module Leader Constantinos Choromides
School School for Work Based Education
Subject SCWBE
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)
  • A (September start)-B (January start)
  • B (January start)-C (May start)
  • C (May start)-A (September start)
  • S-C (May start)-A (September start)

Summary of Content

Core to organisational success is strategic planning, implementation and evaluation. The module aims to introduce marketing as a central component of the strategic planning process. This module reinforces what Marketing is for the student by getting to grips with the practicalities of Marketing via a marketing plan. This module explores what marketing strategy formulation and marketing planning is and how it works, how to carry out a marketing audit, how to set objectives and strategies, how to schedule and cost out what has to be done to achieve objectives and how to design and implement a marketing planning system. The module is both process and output based. It aims to familiarise students with the process of strategic marketing planning in a practical and applied manner. Adopting a marketing planning perspective this module will equip students with the necessary tools, skills and insights to generate a comprehensive, cohesive and congruent strategic marketing plan. In terms of output the aim of the module is to enable students to generate a real time marketing plan for their organisation which will reinforce the key steps and issues to consider in the process of developing a marketing plan. PRME related issues will be considered throughout the module ensuring that students demonstrate an awareness of the wider business environment and develop their knowledge of responsible and ethical issues in the design and delivery of operational processes. Students will develop critical appreciation of the importance of sustainable organisational performance through three interrelated components; strategy, best practice policies and tools. An underlying theme embedded across the module is how national cultural differences may impact on the dilemmas that confront the managers of international businesses and how such dilemmas may be successfully addressed.

Syllabus

The syllabus of the module will cover the following issues: -284b7 The Customer, market and product audit -The marketing environment -Situational analysis -Analysing competition -Segmentation, targeting and positioning -Defining customers and consumers. -The market segmentation process & market mapping. -Defining the products and brands sold -Key diagnostic tools; life cycle analysis, the Boston Consulting Group Matrix (BCG), the directional policy matrix. -284 -284b7 Framing & setting objectives and establishing the budget -Defining marketing objectives and their relationship to corporate objectives -Objective setting for different organisational contexts -Exploring competitive strategies to secure competitive advantage. -New product development as a growth strategy. -Defining marketing strategy & finding profit opportunities -284 b7 Communications planning -Advertising and sales promotion -The preparation of an advertising plan -Advertising objectives how to set them and use them -How to preparing a sales plan and integrating marketing communications -Branding: Communication & Brand Equity -284 -284b7 Marketing intelligence - organising for marketing planning -Marketing research; approaches, budgets. -Marketing measurement and forecasting -142 -Understanding and Gaining customer insights -Marketing information systems (MIS). -Data warehousing b7 The Distribution and Customer Service Plan -Components of the distribution mix -Logistics and distribution planning -Routes to market (channels) including electronic options -Reconfiguring the market map -Selecting the most appropriate channels -Components of customer service -Packaging -142 -142b7 The Pricing Plan. -Pricing approaches. -Portfolio management, life cycle analysis, product positioning and pricing implications. -Pricing for channels, for competitive advantage. -How to prepare a pricing plan -142 -142b7 The marketing planning process; -Introduction to marketing planning -The main steps in the marketing planning process. -The strategic and tactical marketing plan -Key components of the strategic marketing plan -Barriers to be overcome in the planning process -Issues of implementation, evaluation and control -Measuring marketing performance -Strategic marketing planning and an ethical stance -The management of product, market, brand and customer life cycles -The strategic management of the product portfolio and the expanded marketing mix: the contribution of value-based marketing -International marketing planning

Learning Outcomes

On successful completion of this module, the student should be able to:1. Critically discuss key elements, functions and challenges involved in the strategic marketing planning process2. Examine the impact of financial / budgetary considerations and constraints on strategic marketing planning3. Critically assess the effectiveness of different marketing planning approaches in relation to various business contexts from a strategic perspective4. Determine marketing objectives and structure a concise marketing plan

Teaching / Learning Strategy

This work based module adopts a blended approach to learning which combines face to face contact and online learning via GCU's virtual learning environment, GCU Learn. The teaching and learning strategy encourages an active and self-directed approach to learning. In the context of a work based ethos, teaching and learning methods use real world and real work scenarios to promote action learning, inquiry based learning, problem based learning and peer learning. To this end learning will involve formal and informal strategies which place an emphasis on the integration of learning and work. Students will be expected to take a critical stance as they draw on academic theories and techniques in order to frame, analyse and solve actual work-based problems. The module utilises an interactive lecture programme where students are encouraged to participate and contribute. Students are required to undertake a programme of specified reading for independent learning, and reflect upon managerial practices within the workplace. The teaching and skills development programme will be supported via GCU Learn, which will also enhance the students' ability to utilise e-communication. Learners will be supported during the module by the module team which includes module tutors, work based mentors and Academic Development Tutors. Module tutors act as facilitators and also determine the level and accuracy of knowledge acquisition at key points in the delivery. Additionally, input, when necessary, either directly or with the support of external experts will add to the authenticity, credibility and application of education and learning to the workplace. Work based mentors provide a full spectrum of workplace support; helping apprentices to identify relevant work activity that can operate as a source for work-integrated learning, advise on the development of work-based projects, provide feedback on the development of professional competence, and formatively comment on progress in achieving negotiated work-integrated learning objectives. Academic Development Tutors will provide support to help maximise potential in relation to academic writing, referencing and the development of effective study techniques. Both formative and summative assessment strategies will be adopted during the module. Formative assessment will be used not only to encourage knowledge of the subject, but also to help develop transferable skills. Summative assessments will provide evidence of the learning achieved throughout the module. Summative assessments are compulsory. A mark of 35% must be achieved for each summative assessment and an overall mark of 40% must be achieved in the module. Students will have access to ongoing academic support as they work through the module assessment activities, and staff will assist students to reflect on and evaluate achievement of the learning outcomes. The percentage of Work Based Learning for this module, as represented by the Independent Learning 'Activity Type' is 72%. Work Based Assessment will account for 20% with the remainder of 8% accounted for by Lectures and Seminars.

Indicative Reading

BAKER, M., 2014. Marketing strategy and management. 5 th ed. New York, NY : Palgrave Macmillan (Available as e-book from GCU Library) KOTLER, P. E. and KELLER, K. L., 2015. Marketing management. 15 th ed. Pearson Education Limited (Available as e-book from GCU Library) McDONALD, M., 2016. Marketing Plans: how to prepare them, how to profit from them. 8 th ed. Hoboken: John Wiley & Sons (Available as e-book from GCU Library) Recommended Reading ADHIKARI, A., 2017. Strategic Marketing Cases in Emerging Markets. Cham: Springer International Publishing (Available as e-book from GCU Library) BRADFORD, E. ERICKSON, S. & McDONALD, M., 2012. Marketing navigation: how to keep your marketing plan on course. Goodfellow Publishers (Available as e-book from GCU Library) CHAFFEY, D., & SMITH, P., R., 2017. Digital Marketing Excellence Planning, Optimizing and Integrating Online Marketing. 5 th ed. Florence: Taylor and Francis (Available as e-book from GCU Library) DIBB, S. SIMKIN, L. PRIDE, W.M. & FERRELL, O. C., 2012. Marketing Concepts & Strategies. 6 th ed. Cengage Learning EMEA. (Available as e-book from GCU Library) DOUGLAS, W., FORD, J. & IBRAHIM, E. 2015. Strategic Marketing: Creating Competitive Advantage. 3 nd ed. Oxford: Oxford University Press. DOYLE, P. and STERN, P., 2006. Marketing management and strategy. 4 th ed. Prentice Hall (Available as e-book from GCU Library) DRUMMOND, G. ENSOR, J. & ASHFORD, R., 2014. Strategic marketing: planning and control. 3 rd ed. Routledge GILLIGAN, C., and WILSON, R. 2009. Strategic Marketing Planning. 2 nd ed. Butterworth-Heinemann (Available as e-book from GCU Library) PERCY, L., 2008. Strategic integrated marketing communications: theory and practice. Butterworth-Heinemann (Available as e-book from GCU Library) Journals Journal of Marketing Journal of Marketing Management European Journal of Marketing Journal of Strategic Marketing The Harvard Business Review Industrial Marketing Management The Journal of the Market Research Society The Journal of Product Innovation Management Long Range Planning Management Today The McKinsey Quarterly The Sloan Management Review Academy of Marketing Science Review Advances in Consumer Research Consumption, Markets and Culture European Journal of Marketing Industrial Marketing Management International Journal of Advertising International Journal of Market Research International Journal of Research in Marketing International Marketing Review Journal of Advertising Journal of Advertising Research Journal of Business and Industrial Marketing Journal of Business Research Journal of Business-to-Business Marketing Journal of Consumer Behavior Journal of Consumer Research Journal of Interactive Marketing Journal of International Marketing Journal of Marketing Communications Journal of Marketing Research Journal of Services Marketing Journal of the Academy of Marketing Science Marketing Letters Marketing Science Marketing Theory In addition, material will also be drawn from a range of online sources such as American Marketing Association <https://www.ama.org/> The Chartered Institute of Marketing <https://www.cim.co.uk/> Marketing Society <http://marketingsociety.com/the-reception>

Transferrable Skills

-Self-management: self-motivation, time management and critical self-reflection and evaluation of personal performance. -Interpersonal Skills: an ability to work collaboratively and constructively with others in seminars and outside of class in allocated groups. -Oral and written communication skills, negotiation skills and presentation skills -Group work when participating in the group work in seminars and outside of class in allocated groups. -Information technology skills will be developed through Internet searches and online communication. -Analytical, evaluative and creative problem solving will be developed throughout the module experience but especially through case studies, seminar debates. -Using Turnitin software to improve writing style.

Module Structure

Activity Total Hours
Lectures (FT) 15.00
Independent Learning (FT) 145.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 40% Negotiated individual work based assignment: strategic marketing plan (report -4000 words).