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Marketing Planning

Categories: Marketing Planning
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About Course

An advanced, practice-focused course in building a marketing plan that holds together. 13 modules and quizzes working through the full planning process — situation analysis, market and competitor research, STP decision-making, the marketing mix, international expansion, omnichannel retail, brand management, and the customer value test a finished plan has to pass. Best taken after a foundation-level marketing course.

Level
Written at Level 5, reaching into Level 6 content. Against sixteen published UK module specifications, this course has a more advanced topic profile than every second-year module we sampled, and than three of the five final-year ones. That is because it covers implementation, control and the marketing audit, budgeting and the numbers, and customer value — material universities teach almost exclusively in the final undergraduate year. It descends from a university Marketing Management module its author taught. Assessment here is a quiz rather than a university assignment, and the course carries no academic credit. See how we checked.
What this course covers

Written at Level 5, reaching Level 6. Every topic below was checked against sixteen published UK university marketing module specifications. The five rows marked final year are topics that barely appear before the final undergraduate year. This course covers all five, which is why its topic profile sits above every second-year module in the sample.

Topic Taught in Yr 1 Yr 2 Yr 3
Environmental analysis — PESTEL, SWOT 12 of 16 4 4 4
Marketing strategy and the planning process 11 of 16 4 3 4
Ethics and sustainability 11 of 16 4 4 3
Branding and brand equity 10 of 16 4 3 3
Segmentation, targeting and positioning 9 of 16 3 3 3
The marketing mix — 4Ps and 7Ps 8 of 16 4 3 1
Marketing research 6 of 16 2 2 2
Control, metrics and the marketing audit final year 5 of 16 1 1 3
Customer value final year 4 of 16 – 1 3
Implementation final year 4 of 16 – 1 3
Digital marketing 4 of 16 1 2 1
Setting and cascading objectives final year 2 of 16 – 1 1
Budgeting, forecasting and the numbers final year 1 of 16 – – 1
International marketing 1 of 16 – 1 –

Taken together, this course covers the complete topic set of two final-year marketing strategy modules in the sample.

Coverage means the topics taught, checked against published module specifications. It does not mean equivalence. A university module is 100 to 200 hours of study with a reading list, seminars and a marked assignment. This course is fourteen hours and is assessed by quiz. It carries no academic credit.

Read the research, with every source.

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What Will You Learn?

  • Work through a full marketing planning process, from situation analysis to control
  • Analyse a market and its competitors, and turn the findings into decisions
  • Apply the marketing mix inside a plan rather than as a list of tactics
  • Make and defend marketing decisions where the evidence is incomplete
  • Judge when and how a business should expand internationally
  • Assess digital transformation and what it means for the physical high street
  • Manage a brand's architecture, equity and extensions in practice
  • Test every decision in a finished plan against the value it creates for the chosen segment

Course Content

Module 1: The Marketing Planning Process

  • The Marketing Planning Process
  • Module 1 Quiz: The Marketing Planning Process

Module 2: Market and Competitor Analysis

Module 3: Setting Marketing Objectives

Module 4: Marketing Decision-Making

Module 5: Applying the Marketing Mix in a Plan

Module 6: Going Global

Module 7: Digital Transformation and the Modern High Street

Module 8: Brand Management in Practice

Module 9: Creating Customer Value

Module 10: Budgeting, Forecasting and Resourcing

Module 11: Implementation

Module 12: Control, Metrics and the Marketing Audit

Module 13: Writing and Presenting the Plan