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Level 5: Marketing Planning
Introduction
Enable the creation of an effective marketing plan based on customer data; analyse an organisation’s marketplace in light of key marketing metric requirements; and recognise how the marketing mix and marketing plan fits with overall business strategies.
Module Description
This module aims to:
- Enable the creation of an effective marketing plan based on customer data;
- Analyse an organisation´s marketplace in light of key marketing metric requirements;
- Recognise how the marketing mix and marketing plan fits with overall business strategies.
Module Content
- Contents of a marketing plan
- Demand forecasts
- Target markets
- Positioning and differentiation strategies for competitive advantage
- Product life cycle marketing strategies
- Pricing decisions
- Distribution channels
- Marketing intermediaries
- Mass media advertising
- Direct marketing strategies
