- Marketing planning: the marketing planning process ~ goal setting, situation review, strategy formulation, resource allocation and monitoring.

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1 MODULE SPECIFICATION UNDERGRADUATE PROGRAMMES KEY FACTS Module name Marketing Management Module code BS2205 School Cass Business School Department or equivalent UG Programme UK credits 15 ECTS 7.5 Level 5 Delivery location (partnership programmes only) MODULE SUMMARY Module outline and aims This module instructs you on how to analyse marketing situations, develop appropriate marketing plans and then implement your chosen plan. This is the capstone course in marketing designed to integrate the marketing functions with the strategy concepts of planning, implementation, and control. This course builds on Principles of Marketing, and focuses on managerial issues in marketing, such as marketing accountability, marketing implementation, and marketing organisation. The objective of the course is to enhance skills in strategic thinking in marketing and developing and presenting marketing plans. This will specifically develop an understanding of forming objectives, situation (SWOT) analysis, market research and forecasting, target market selection, market mix strategy formation, marketing tactics development, and control procedure formulation. Practical examples of elements of marketing planning, including the problems that arise when plans are implemented will be considered. Content outline - Marketing planning: the marketing planning process ~ goal setting, situation review, strategy formulation, resource allocation and monitoring. - Marketing strategy: Strategies for growth markets, strategies for declining markets, strategies for new markets. - Marketing Management: Product positioning decisions, product launch decisions, product deletion decisions, sales force decisions, measuring performance. - Customer Behaviour: innovation adoption, customer satisfaction and relationship management strategies. Integral to the course is a dynamic simulation, Markstrat Online, in which students

2 compete as a member of a team against other teams in the class. Pre-requisite Modules BS2101 Principles of Marketing WHAT WILL I BE EXPECTED TO ACHIEVE? On successful completion of this module, you will be expected to be able to: Knowledge and understanding: - Understand market orientation theory; - Understand segmentation process; - Understand consumer and organisational buying behaviour; - Understand the place of marketing decisions in competitive strategy; - Understand marketing's role within the organisation. Skills: - Segment a market; - Improve team-working; - Analyse a marketing situation and create a marketing strategy; - Recognise market oriented vs. non-market oriented strategies. - Make decisions under time pressure - Audit marketing performance; - Improve presentation skills - Write a marketing plan; - Analyse market performance information and devise a competitive marketing strategy. - Improve negotiation skills. Values and attitudes: - Appreciate the importance of creating and maintaining a market oriented organisation; - Appreciate the role of marketing within the total business process.

3 HOW WILL I LEARN? Simulation, case studies, lectures. Teaching pattern: Teaching component Teaching type Contact Selfdirected study Placement Lectures Lecture Simulations Practical classes and workshops Totals Total student learning WHAT TYPES OF ASSESSMENT AND FEEDBACK CAN I EXPECT? Assessments Coursework and exam. Assessment pattern: Assessment component Coursework Coursework Exam 2.25 Assessment type Written assignment, including essay Practical skills assessment Written Exam Weighting Minimum qualifying mark Pass/Fail? N/A 9 40 N/A N/A Assessment criteria

4 Assessment Criteria are descriptions of the skills, knowledge or attributes students need to demonstrate in order to complete an assessment successfully and Grade-Related Criteria are descriptions of the skills, knowledge or attributes students need to demonstrate to achieve a certain grade or mark in an assessment. Assessment Criteria and Grade-Related Criteria for module assessments will be made available to students prior to an assessment taking place. More information will be available from the module leader. Feedback on assessment Following an assessment, students will be given their marks and feedback in line with the Assessment Regulations and Policy. More information on the timing and type of feedback that will be provided for each assessment will be available from the module leader. Assessment Regulations The Pass mark for the module is 40%. Any minimum qualifying marks for specific assessments are listed in the table above. The weighting of the different components can also be found above. The Programme Specification contains information on what happens if you fail an assessment component or the module. INDICATIVE READING LIST Orville C Walker and John Mullins (2010) Marketing Strategy: A Decision Focused Approach, 7th Ed. McGraw-Hill. Collis D & Rukstad M (2008) Can You Say What Your Strategy Is?, Harvard Business Review, Apr, Kuester S, Homburg C & Robertson T (1999) Retaliatory Behavior to New Product Entry, Journal of Marketing, 63, Oct, Moore G A (2004) Darwin and the Demon: Innovating Within Established Enterprises Harvard Business Review; Vol.82 Issue 7/8, p Shaw R (2005), How to demonstrate marketing's profitability Market Leader, Summer, Dolan R J (1992) Perceptual Mapping: A Managers guide in Managing the New Product Development Process, Dolan ed, Addison Wesley. Joseph P. Guiltinan, (1999) "Launch Strategy, Launch Tactics, and Demand Outcomes," Journal of Product Innovation Management, Vol. 16, No. 6, November, pp Billington C, Lee H & Tang C (1998), Successful Strategies for Product Rollovers, Sloan Management Review, Spr,

5 Prahalad, C. K.; Ramaswamy, Venkat. (2004) Co-Creation Experiences: The Next Practice In.Value Creation.: Journal of Interactive Marketing, Vol. 18 Issue 3, p5-14. Version: 1.0 Version date: July 2012 For use from: Appendix: see for the full list of JACS codes and descriptions CODES HESA Code Description Price Group 27 Business and Management D Studies JACS Code Description Percentage (%) N200 The study of managing 50 organisations. N600 The specific techniques involved in the management and development of an organisation's human resources. 50