Marketing Planning

Course Description

This course guides the students towards achieving meaningful results that support specific marketing initiatives as well as the overall company objectives. It also informs and aligns the company so that all customer-facing teams are in sync. students can ensure that activities are aligned with the broader goals by linking programs and campaigns to the marketing strategy. Many marketing teams will set the programs and campaigns to focus on over an upcoming six-month period or even annually. Others may do their planning quarterly at time intervals that line up with the organization's business cycles. What matters is that you begin the process early enough so there is ample time to tackle every aspect of planning.

Marketing Planning

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 1. Alsem K. J. (2024) Strategic Marketing Planning , Routledge
2. 02 2. Blythe, J & Megicks P. (2010) Marketing Planning, Strategy, Environment and Context
3. 03 3. Kotler P & Armstrong G. (2023) Principles of Marketing

Learning Outcomes

1. L01 Explain the fundamental concepts and terminology of marketing planning, including market segmentation, targeting, positioning, and the marketing mix. SOLO 4
2. L02 Demonstrate knowledge of the key stages of the marketing planning process, and describe the role of internal and external market analysis. SOLO 4
3. L03 Apply basic marketing analysis tools (e.g., SWOT, simple competitor analysis) to assess market conditions and identify opportunities. SOLO 3
4. L04 Develop a straightforward marketing plan that includes establishing marketing objectives, devising strategies, and outlining actionable tactics. SOLO 5
5. L05 Develop marketing ideas and solve planning-related problems through discussion and cooperation within a team SOLO 5
6. L06 Design marketing plans and strategies in a structured and clear manner, using basic professional language and visual aids such as tables, charts, or presentations. SOLO 4

Program Outcomes

1. P01 1. Gained the necessary skills to learn and adopt a spirit of continuous learning in their professional life.
2. P02 2. Developed various skills by working independently via specific learned techniques that both triggered individual efforts and encouraged collaborative work.
3. P03 3. Acquired the essential knowledge and skills to apply key theories, models and applications within the global business context.
4. P04 4. Adopted and applied critical and strategic thinking together with research capabilities for efficient and effective business decisions.
5. P05 5. Utilized and managed ethically information technologies required for contemporary business world.
6. P06 6. Been equipped with conceptual and analytical skills necessary for team work within global organizations.
7. P07 7. Displayed their learnt communication skills that are required to effectively interact in a cross cultural and diverse international work environment.
8. P08 8. Applied their acquired knowledge within the changing work environment.
9. P09 9. Developed an understanding of ethical perspectives and social responsibilities to be used at work and in personal life.

Po-Lo Matrix