MQM1SMP-Strategy and Marketing Planning

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Terms in which taught:
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Anne Dibley


Summary module description:
The Strategy and Marketing Planning module considers how an organisation might plan its marketing strategy in support of corporate objectives and the various tools, techniques, and tactics available to analyse markets, develop a marketing plan and implement it in a cost effective and strategically efficient manner.

To provide an understanding of the fundamentals of marketing and the relevant frameworks for analysis and planning in diverse organisational types.

Assessable learning outcomes:
• Understand the fundamentals of marketing
• Identify appropriate techniques for analysis and choice of strategy
• Describe the components of a marketing plan
• Analyse and evaluate the environment and compare alternative strategic options
• Recommend appropriate marketing strategies and formulate a marketing plan to execute
• Apply specific analysis tools and techniques to organisational settings

Additional outcomes:
• Effectively organize, plan, and work towards the completion of their studies both collaboratively and individually.
• Understand and apply the principles of critical analysis
• Communicate their analysis effectively through both verbal and written reports
• Appropriately apply marketing theory into practice

Outline content:
• The marketing perspective: what is marketing, route to market orientation, focus on customer, serving the customer, reaching the customer, integrated marketing, marketing and other organisational functions
• Marketing analysis: role of marketing planning, marketing knowledge, marketing audit, introduction to buyer behaviour
• Marketing direction and decisions: developing marketing objectives, marketing strategies, competitive roles in the marketplace, market segmentation, targeting and positioning, introduction to relationship marketing, strategies for the marketing mix
• Tactical marketing programmes: managing products and services, pricing, distribution, promotion, monitor and control of marketing plans

Brief description of teaching and learning methods:
The primary learning transmission will be through self-study and face to face taught workshop sessions delivered by a subject tutor to support learning and collaborative activities. Participants will also receive learning materials, which may consist of a textbook, case studies, journal articles, and practitioner articles. Learning support will also be available online via Henley Connect.

Contact hours:
  Autumn Spring Summer
Lectures 50 50 50
Total hours by term 50.00 50.00 50.00
Total hours for module 150.00

Summative Assessment Methods:
Method Percentage
Written exam 40
Project output other than dissertation 60

Other information on summative assessment:
The module is assessed by
• Integrated Marketing Project (IMP) (60%)
• An examination covering all Stage 1 modules (40%)

Formative assessment methods:
Work prepared in Learning Teams and presented at workshop

Penalties for late submission:

No penalties are applied for late submission; however, it is expected that all assessment for Stages 1 and 2 must be completed prior to commencing Stage 3.
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:
Examination for this module is combined with examinations for all Stage 1 modules. This examination is a total of 3 hours with 15 minutes reading time.

Requirements for a pass:
The pass mark for both the individual assignment and the examination is 50%.

Reassessment arrangements:
Programme Members who fail an assessment may re-submit a maximum of one assessment per stage.

Additional Costs (specified where applicable):

Last updated: 21 December 2016

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