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Level 2: Marketing Planning

Module Description

This module aims to:

1. Enable the creation of an effective marketing plan based on customer data;
2. Analyse an organisation´s marketplace in light of key marketing metric requirements;
3. 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

Intended Learning Outcomes

On completion of this module, students will be able to:

• Apply understanding of the role of the marketing plan in the overall business strategy and the interaction with other business functions
• Analyse and assess the methods of market segmentation, targeting and positioning
• Develop a strategic marketing plan across a range of different product and service categories
• Apply ICT skills to present a marketing plan to a range of users
• Create a marketing plan that can be reviewed, developed and monitored as a campaign is launched

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