This module introduces and develops an understanding of the use and application of a number of
key marketing principles and tools: developing customer insights; market segmentation, targeting
and positioning; branding; pricing; and integrated communications. These practical aspects of
marketing are examined in a range of organisational and environmental contexts. The aim of this
module is to introduce marketing as a central feature of the strategic planning process.
It will provide students with a consumer oriented perspective that extends beyond traditional
marketing knowledge in order to help students understand the planning of marketing strategies.
The module content is structured around real world examples, anecdotes and discussions that will
help students develop skills of critical analysis and problem-solving. We will draw from the work of
international marketing scholars and look at marketing and consumption in the context of
The module emphasises active student learning in the classroom as opposed to a passive
teaching approach and this implies a greater responsibility on participants to prepare for each
session in order to gain maximum benefit from the classroom environment.
Aims and learning outcomes of the module:
At the end of the module, students should be able to:
1. Evaluate how market planning is influenced by market conditions and how they support
2. Review the role of different marketing strategies; the barriers to effective planning and
assess the value of target marketing approaches including segmentation, market targeting
3. Analyse the dynamic nature of the environment in which marketing decisions are taken and
appreciate the implications for marketing strategy determination and implementation
(including ethical dilemmas, CSR, and the legal & political context).
4. Develop a marketing plan which demonstrates an ability to synthesise innovative ideas
while appreciating the nature of the business and environment.
5. Demonstrate the ability to justify marketing strategies and advocate a strategically informed
position when considering marketing plan implementation.
An individual Marketing Plan along with a report to support the constituents of the plan with a
weighting of 50% to cover learning outcomes 4 & 5. (Upper word limit for the Plan is 1500)
To achieve the above task, students should use the below scenario to accomplish the task below:
You are a senior manager, leading the marketing department of an organisation. Your team is
responsible for identifying and delivering a marketing plan that supports organisational objectives.
You are asked to construct a marketing plan for a specific area within your responsibility. Identify
measures for evaluating the success of the plan. Explain the process that is required in order to
secure approval within your organisation.
3.1 – Construct a marketing plan
4.2 – Explain an approach to gain agreement for the marketing plan
4.3 – Identify evaluation measures for the agreed plan
An individual Essay with a weighting of 50% (upper work limit of 1500 words NCG/1750 for CMI)
to cover learning outcomes 1, 2 & 3.
You are asked to explain how the strategic vision and direction of your organisation impacts on the
marketing planning process.
By identifying each component part of your marketing plan, discuss how effectively your marketing
plan supports the organisational strategic objectives.
HE04/Issue 4/April 2019
Identify the level of importance of each component part of the plan in relation to achieving
organisational strategic goals.
Guideline word count for this task: 1000 – 1100 words
1.1 – Explain how the strategy of the organisation impacts on the marketing plan
4.1 – Discuss how the plan supports strategic objectives
1.2 – Identify the component parts of a marketing plan
2.1 – Identify the levels of importance of each component of the plan
Identify the key areas of risk for organisations in developing and delivering a marketing plan.
By referring to examples, illustrate how you would identify strategies to minimise these areas of
risk in order to achieve organisational objectives.
Guideline word count for this task: 700 – 900 words
1.3 – Identify issues of risk within a marketing plan
2.2 – Identify mitigation strategies for high risk components of the plan
N/B. Submission for CMI award is optional and both Assessment 1 and Assessment 2 have
to be presented as one document.
To achieve these tasks students can prepare by attending all lessons. You can also read the
following text: Hooley, G. Piercey, F.N. and Nicoulaud (2012) Marketing Strategy & Competitive
Positioning, 5 th Edition. Pearson, Essex. In particular you will find chapters 11 – 19 very useful in
helping to cover the above objectives for this assessment. You can also confer with the following
professional body CMI (Chartered Marketing Institute) http://www.managers.org.uk/ and research
the internet in particular MSG (Marketing Study Guide) http://marketingstudyguide.com/strategic-
marketing.htm. You can also access North East Chamber of Commerce https://www.necc.co.uk/
with regards to conferences and training on strategic marketing issues.