Marketing Strategy and Planning

Convenor: Professor Douglas West
Assessment: A two-hour, formal unseen examination (75% of the overall mark) and written report (25% of the overall mark). The deadline for the report is 28th November 2011 (Absolute Cut-Off deadline – 19th December 2011)

Aims

• To examine and evaluate the key strategic marketing and planning within the framework of: where are we now? (Audit); where do we want to be? (Strategy); how will we get there? (Translation); and, did we get there? (Evaluation)
• To develop a comprehensive understanding and knowledge of the means by which the various elements of marketing strategy and planning can be integrated.
• To provide a framework for the understanding of the role of Marketing Strategy and Planning amongst for- and not-for-profit organisations.
• To link the theoretical and practical tenets to the managerial contexts likely to be faced by students taking the module.

Learning objectives

To provide critical understanding and knowledge of:

• The role of marketing strategy & planning.
• The available environmental scanning tools and their relevance.
• The various stages and processes of marketing strategy and planning.
• How to develop appropriate marketing strategies.

Content

The module aims to provide the foundation skills needed to tackle the responsibilities of marketing and leadership in all organizations. The module will examine the theories, principles and practice of marketing strategy and planning within a managerial framework and provide an appreciation of the roles, applications and ways to develop and evaluate marketing strategy and plans. At the centre of the process is the understanding of the marketing environment and competitive space. The development of marketing strategy is essential for success not only in developed markets, where the competition can be intense and with every player attempting to gain market share, but also in emerging markets where the elements of product, price, communications and distribution are recognised as valuable sources for competitive advantage.

Recommended Text

• West, Douglas, John Ford and Essam Ibrahim (2010). Marketing Strategy: Creating competitive advantage. 2nd Ed. Oxford: Oxford University Press.

Supplementary Texts:

• Aaker David A. and Damien McLoughlin (2007). Strategic Market Management: European edition. Chichester: John Wiley & Sons.
• Doyle, Peter and Philip Stern (2006). Marketing Management and Strategy. (4th Ed.) Harlow: Financial Times Prentice Hall.
• McDonald, Malcolm (2007). Marketing Plans. (6th Ed.) Oxford: Elsevier.