BUSN3042 Marketing Planning and Strategy: Contemporary and Future Focused

This topic deals with the place a marketing plan has within the overall business plan of an organisation. It examines the marketing strategies most appropriate under a range of different market and product life-cycle circumstances. Finally, it provides a template for developing a marketing plan that meets the needs of the organisation's aims and objectives within the context of a particular product and market.

This topic aims to:

• Introduce the concepts and tools used in strategic marketing
• Provide an understanding of the importance of marketing strategies in business
• Develop an ability to analyse market opportunities in a variety of differing market contexts
• Develop an ability to formulate marketing strategies and develop marketing plans

1. Explain where marketing plans fit within the organisation's overall business plan
2. Describe the various marketing strategies that are appropriate for different product contexts
3. Identify and collect the information necessary to produce a viable marketing plan
4. Analyse market based data for opportunities relevant to an organisation
5. Outline the requirements for the effective implementation of marketing plans
6. Create a strategic marketing plan that is consistent with an organisation's overall objectives