Module
Marketing Planning and Strategy
- Module code
- 4021
- Module leader
- Dr Codrin Chiru
- Module level
- 7
- Module credits
- 15
- Prerequisites
- None
- Min study time
- 150 hours
- Contact Hrs within study time
- 50 hours
- Teaching period
- October - March
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:
- Understand, apply and critique principles and theories of marketing strategy across different business sectors and organisations.
- Carry out in-depth research into a product or service and produce a professionally written marketing report based on the research and marketing principles and theory.
- Work as part of a team to produce a Marketing Communications report.
- Present findings from the Marketing Communications report to group members.
Assessment
| Assessment | Description | Weighting |
|---|---|---|
| Coursework | 1 x individual marketing report (approx. 4,000 words) | 50% |
| Coursework | 1 x group marketing report and presentation | 50% |
Key texts
Students should be familiar with the content of at least one of the following:
- 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 edition). Oxford University Press.
- Kotler, P. and Keller, K.L. (2012). Marketing Management. (14th edition). Global edition. Pearson Education.
Supporting texts
- Marketing, Marketing Weekly, The Economist, Harvard Business Review.
- 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.