Marketing Planning

Course Code: DED9363
School: Stonebridge Associated Colleges UK

Description

In this course, we concentrate on strategy and planning. We explore how the ideas we investigated earlier of the marketing mix, research methods and organizational issues related to marketing can be brought together into a unified whole, implemented and controlled in a way to ensure that organizational business objectives can be met. In the first part of the course, we clarify these terms. Then we concentrate on marketing strategy and some useful tools for devising, delivering and evaluating the success of strategy.

Finally we look at the key issues of marketing planning and explore how to make planning work, emphasizing the importance of control in the planning process and implementation issues.

By the end of this course you will be able to:

• Detail the specific steps in developing a marketing plan, and list the key topic headings in a marketing plan
• Identify the elements of a marketing audit, and apply them in given settings
• Identify a range of marketing objectives
• Detail the role of portfolio models and the Ansoff matrix as frameworks for identifying and evaluating strategic options
• Distinguish between strategy and tactics
• Define appropriate measures of marketing control in given settings.

Outcomes

Marketing Planning (Byte Size) Certificate

Marketing Planning (Byte Size) Certificate issued by Stonebridge Associated Colleges, entitling you to use the letters SAC Cert after your name.

Assessment

After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.

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