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Module

Marketing Planning and Strategy

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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:

  1. Understand, apply and critique principles and theories of marketing strategy across different business sectors and organisations.
  2. 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.
  3. Work as part of a team to produce a Marketing Communications report.
  4. 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.
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