Course overview
The aim of this course is to develop students' knowledge of the role of marketing strategy and planning to underpin long-term organisational performance. Students will learn about major trends and events shaping business strategy and develop the ability to identify pertinent issues and link them together to create a coherent marketing plan. Environmental analysis - internal and external analysis to identify occurrences, trends and other information to determine strengths and weaknesses as well as opportunities and threats; major trends and changes occurring in the world and what they mean for business and marketing; customer and competitor analysis; deriving a sensible marketing plan from information gathered via environmental analysis; budgeting and forecasting; key concepts in strategy; principles of pricing; empirical generalisations and how they can help marketing planning.
Course learning outcomes
- Analyse the internal and external environment faced by a firm, including an ability to make links between trends, factors or events that are not intuitively obvious.
- Set strategic marketing objectives and direction and argue why they are appropriate choices.
- Decide marketing strategies, tactics and programmes.
- Allocate resources, prepare budgets and measure performance.
- Write a marketing plan.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Self Management (advanced level); ii) Problem Solving (advanced level); iii) Ethical Awareness (advanced level); and iv) Written Communication (advanced level).