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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:

  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

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