Moodle

This module takes students through the key stages of creating a marketing plan. Students will develop a marketing strategy, implementing and presenting a variety of concepts and tools used by marketing managers.

To achieve this the module takes the form of a Consultancy Project, which asks students to conduct market research, define a unique market positioning, create a brand personality and devise a marketing communications plan for a new product. Students will thus be asked to apply the concepts and tools presented in lectures to an existing product that has yet to define its marketing and brand communications. Students will develop their marketing plans (and coursework reports) alongside lectures and classes on a weekly basis. Assessment will then be based on two pieces of individually prepared reports that together present the students' marketing plans.

The module is structured to allow for a thorough exploration of the Segmentation, Targeting and Positioning (STP) process and the management of marketing communications, highlighting the role of marketing managers within organisations. In doing so the module builds upon the basic marketing concepts delivered in BE400. Furthermore, this module build towards other modules such as Digital Marketing and Consumer Behaviour.

Module Aims

1. Students will develop an understanding of the importance of market research in developing marketing strategies by conducting their own desk research, analysing and presenting their findings.
2. Through a thorough exploration of the Segmentation, Targeting and Positioning (STP) process, students will learn how to identify and clearly define market segments and how to evaluate their attractiveness based on desk research.
3. Students will then learn branding principles in order to develop a brand personality that effectively positions their brand vis-à-vis a potential market segment.
4. Furthermore, students will learn about Integrated Marketing Communications (IMC) and develop a communications plan that succeeds in communicating their brand to their chosen market segment.
5. Finally, students will develop an understanding of the core components of marketing strategy by developing a marketing plan that effectively addresses the challenges facing a new product.

Learning Outcomes
1. Understand the role of marketing management in helping products and services succeed in competitive environments.
2. Understand key elements of marketing strategies.
3. Understand the Segmentation, Targeting and Positioning (STP) process.
4. Understand the role of branding in positioning products and services.
5. Understand the importance of managing marketing communications in effectively targeting specific consumer segments.

Skills for Your Professional Life (Transferable Skills)
1. The ability to create and present a marketing plan that effectively communicates your ideas.
2. Research skills as you conduct research for your own marketing strategy.
3. Critical thinking skills as you work to solve the problems facing a new product.
4. Skills related to innovativeness and curiosity as you develop your own marketing plan.
5. Reflection skills as you incorporate feedback into your strategy.