Course overview
This course teaches students how to construct a professional, comprehensive marketing strategy and plan. Students undertake internal and external analyses of a firm, develop objectives and a marketing strategy to accomplish them. The course also examines the topics of ethical issues in marketing, as well as how managerial beliefs and biases may hinder effective marketing strategy. The course also examines a broad range of strategy concepts, knowledge of which form valuable context for managerial decisions in line with the aims of the program.
- Introduction to Marketing Planning
- Internal Analysis
- Global Environment Analysis
- Market Environment Analysis
- SWOT Analysis, Objectives, and Assumptions
- Marketing Strategy
- Marketing Program, Budget, Key Metrics
- Effective use of Tables and Graphs in a marketing plan; Marketing Ethics
- Empirical Generalisations and their implication for marketing planning
- Managerial Biases and what they mean for marketing planning
Course learning outcomes
- Critically analyse complex internal and external environments faced by a firm, using firm or market-based data.
- Evaluate and synthesise information from multiple sources to develop strategic marketing objectives that align with firm strategy.
- Demonstrate a knowledge of contemporary marketing theory and evidence-based research to construct a realistic and well-informed marketing plan that is actionable, innovative and ethical.
- Demonstrate advanced level communication skills to justify marketing strategies, tactics, programmes and budgets.
- Identify and discuss a range of strategy concepts and how real firm’s marketing strategies reflect these underlying concepts.
- Demonstrate an understanding of ethical issues in marketing strategy.
Degree list
The following degrees include this course