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Level 2: Marketing Planning
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
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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