Marketing planning does not happen in a vacuum. It takes place against a backdrop of corporate plans and objectives, competitive activity, consumer behaviour, and many other factors. For marketers, planning revolves largely around what they think their customers and consumers will want them to do: they then need to work out how they can profit from meeting the customers’ and consumers’ needs. This course is intended to guide the students through the maze of factors that affect marketing planning, and provide some tools and techniques for cutting through the undergrowth.
- Blythe, J., Megicks, P. (2010). Marketing Planning: Strategy, Environment and Context. Essex: Pearson Education Limited.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Marketing and marketing planning
- Eclectic, lecturing, discussion
2. Week
Marketing plans and objectives
- Eclectic, lecturing, discussion
3. Week
Drivers of marketing planning
- Eclectic, lecturing, discussion
4. Week
Analysing the external environment
- Eclectic, lecturing, discussion
5. Week
Analysing the internal environment
- Eclectic, lecturing, discussion
6. Week
Identifying marketing strategies
- Eclectic, lecturing, discussion
7. Week
Segmentation strategy
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Segmenting markets
- Eclectic, lecturing, discussion
10. Week
Targeting and positioning
- Eclectic, lecturing, discussion
11. Week
Implementing marketing plans
- Eclectic, lecturing, discussion
12. Week
Implementing marketing plans
- Eclectic, lecturing, discussion
13. Week
Adapting marketing planning to context
- Eclectic, lecturing, discussion
14. Week
Adapting marketing planning to context
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
50
Final Exam
1
50
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students learn marketing’s role in the greater business function.
LO-2
Students understand how the marketing plan relates to the rest of the company’s planning.
LO-3
Students learn some of the factors that inform marketing planning and which are most influential in directing the way marketing plans are produced.
LO-4
Students become familiar with the stages marketers need to go through in developing marketing plans.
LO-5
Students get the chance to learn real-life lessons from case studies taken from real companies which are out there in the real world, fighting real, competitive battles.
