MQM1SMP-Strategy and Marketing Planning

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Terms in which taught: Autumn / Spring / Summer term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2019/0

Module Convenor: Dr Anne Dibley


Type of module:

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

Global context:

Issues will be discussed in a global context, as appropriate 

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 7
Practicals classes and workshops 8
Work-based learning 16
Guided independent study:      
    Wider reading (independent) 12
    Wider reading (directed) 35
    Exam revision/preparation 10
    Peer assisted learning 2
    Advance preparation for classes 16
    Essay preparation 40
    Reflection 4
Total hours by term 150 0 0
Total hours for module 150

Summative Assessment Methods:
Method Percentage
Written exam 40
Written assignment including essay 60

Summative assessment- Examinations:

One three-hour exam, covering the 4 Stage 1 modules 

Summative assessment- Coursework and in-class tests:

One 7,500 work Integrated Marketing project (individual assessment) covering the 4 stage 1 modules 

Formative assessment methods:

Workshop activities are undertaken to support formative assessment of the learning. These activities are not assessed for the purposes of the final module mark. 

This formative assessment takes the form of feedback given to students at workshops on syndicate work, presentations and exercises. 

Penalties for late submission:

Standard Post-Experience Postgraduate penalties for late submission are applied 

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

Reassessment arrangements:

Standard Post-Experience Postgraduate reassessment arrangements apply.  

Additional Costs (specified where applicable):

Last updated: 8 April 2019


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