4.03 Marketing Planning and Management

GRADUATESHIP


4.03 MARKETING PLANNING AND MANAGEMENT - 2010/11
The objective of this course is that, on completion, the student will be able to put marketing strategic thinking and processes into practice.  The course draws extensively on material and concepts covered in earlier courses in the Graduateship Programme, as well as those in the final year.

Please note change in allocation of weightings in Section A and Section B

Section A (25%)
Four case studies which will be distributed by the lecturer.  One of these will be examined in May, a different one in August.  A copy of the case study will be supplied with the examination paper. 

 
The cases for 2010/11 will be advised shortly.:

Section B (3 x 25%)

1. Strategy
Defining and understanding strategy at the corporate, SBU and marketing level.  Corporate mission and objectives.  Corporate and SBU strategies.

2. Situation Review
External review, including environmental analysis, industry analysis and competitive structure, forecasting techniques, customer analysis, consumer and organisational buyer behaviour.  Internal marketing audit.  Market research and market knowledge.  Frameworks for strategic analysis, including portfolio analysis, SWOT and Porter's Five Forces.

3. Strategic Choice and Strategic Evaluation
Understanding strategic competitive positioning.  Strategies for market leaders, challengers, followers and niche marketers.  Strategic choices for the new economy.  Strategic choice for mature and declining markets.  Creating and sustaining competitive advantage. 

4. The Marketing Plan
Structure and content of a marketing plan.  Integration of corporate goals into marketing planning.  Use of analytical models throughout the corporate plan, including PESTLE, Porter's and SWOT models of analysis.  Identifying marketing objectives.  Developing marketing programmes.  Implementing and controlling marketing programmes.


READING LIST

Essential Reading
Mullins, Walker, Boyd & Larreche (2009), Marketing Management: A Strategic Decision-Making Approach, 7th Edition, McGraw-Hill/Erwin.

McDonald, M. (2007), Marketing Plans: How to Prepare Them, How to Use Them, 6th Edition, Butterworth Heinemann, London.