Module: Marketing Planning and Strategy

Module details

  • Module code

  • Module leader

    Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    30 hours
  • Teaching Period

    Semester 2

Module content

The global marketing environment. Preparing a marketing audit. Customer analysis. Segmentation, targeting and positioning. Product and brand management. Marketing research. Pricing decisions and strategies. Analysing the competition. The role of channel intermediaries. Marketing communications – tools and techniques. Relationship marketing. Socially responsible marketing.

Module outcomes

To achieve credit for this module, students must be able to:

  1. Review and critically evaluate major contemporary research and debates in the field of marketing;
  2. Debate and critically evaluate the characteristics of holistic marketing and the methods used to develop effective marketing in organisations;
  3. Critically discuss the major theories related to marketing strategy, brand management, consumer motivation and decision making and how these are put into practice by organisations;
  4. Manage both individual and group marketing research and produce professional written marketing reports;
  5. Review and evaluate the processes and skills required for presenting marketing research findings to an audience.


Assessment Description Weighting
Coursework Individual marketing report (4,000 words) 75%
Coursework Group presentation 25%

Key texts

Students should be familiar with the content of at least one of the following:

  • Kotler, P. and Keller, K.L. (2016). Marketing management, 15th ed. Pearson Education.
  • Jobber, D. and Chadwick, F.E. (2013) Principles and Practice of Marketing, 7th ed. McGraw-Hill.
  • Baines, P., Fill, C. and Page, K. (2011) Marketing, 2nd ed. Oxford University Press.
  • Solomon, M.R., Bamossy, G., Askegaard, S. and Hogg, M. K. (2013) Consumer Behaviour: a European perspective, 5th ed. Prentice Hall.
  • The European Journal of Marketing
  • Journal of Consumer Behaviour
  • The Harvard Business Review, Marketing, Marketing Week, The Grocer, The Economist.

Supporting texts

Students are expected to be familiar with academic journals in the field of marketing, a selection are available online from RAU library and in print versions.

Students are also expected to regularly read a selection of UK Broadsheet newspapers such as The Times, The Financial Times, The Independent and The Guardian.