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. Recognized and applied all the learning tools and techniques learnt which they will implement throughout their lives and future careers.
2. P02 2. Become confident in their knowledge and skills so that they can successfully study and work on their own.
3. P03 3. Attained a high level of professionalism through the fundamental knowledge and skills gained in both marketing and digital fields.
4. P04 4. Demonstrated a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media and management, as well as the interconnectedness of these disciplines in the running of an organization.
5. P05 5. Been able to critically implement their knowledge and skills in both written, oral and digital forms to an intended audience, based on creative and analytical approaches.
6. P06 6.Demonstrated their understanding of the ethical and protected use of various new media such as social media, mobile technology, web analytics, search engine optimization, and viral advertising in both their studies and careers.
7. P07 7. Implemented best practices in business for planning, decision-making, and problem-solving based on collaborative work and studies.
8. P08 8. Demonstrated effective communication skills in addition to in-depth of analysis and synthesis which are essential in multicultural educational and work contexts.
9. P09 9. Demonstrated critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, formulate and evaluate potential solutions.
10. P10 10. Been able to implement ideas and concepts through the development and creation of digital content for effective social media marketing strategies, and designing and evaluating the effectiveness of interactive web sites to increase web traffic flows, visibility, consumer satisfaction and response rates.
11. P11 11. Embodied integrity in their work and actions, honor confidentiality, followed generally accepted codes of conduct in the digital marketing industry.
12. P12 12. Devoted themselves to follow the codes of ethics, improve privacy issues with social media, conflict, and citizenship in order to frame a better understanding of digital marketing.

Po-Lo Matrix