Related Course/s:

Aims & Objectives:

• Understand the concrete benefits to be gained from marketing planning
• Understand the conceptual tools of environmental analysis
• Apply the tools in practical analysis of actual situations
• Understand the environment of their own organisation by applying their knowledge and skills
• Understand the global and local trends in marketing planning
• Understand the financial factors and legal controls on marketing planning
• Work effectively in a team environment

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Generic Skills Outcomes:

You will be provided with feedback on your progress in attaining the following generic skills:

• Teamwork skills
• Analysis skills
• Problems solving skills
• Communication skills
• Strategic thinking skills
• Ability to tackle unfamiliar problems
• Ability to engage in critical enquiry and discussion

Content:

The following topics will be covered in the lectures:

• Why marketing planning matters?
• The process of strategy and planning formation
• The process of preparing a situation analysis
• Setting marketing objectives and developing marketing strategies
• Target marketing, product/brand positioning and marketing mix
• Product strategies
• Pricing strategies
• Distribution and channel management strategies
• Integrated marketing communication strategies
• Ethical and legal issues
• Marketing budgets
• Ensuring evaluation and control of marketing performance
• Writing the strategic marketing plan
• Implementation of the strategic marketing plan

• The financial framework for marketing planning
• Cost, revenue and profit analysis
• Marketing scenarios for the brand and the budget
• Various marketing role play situations 

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.