UNIT 03: MARKETING MANAGEMENT AND PLANNING Unit Reference Number Unit Title Unit Level Guided Learning Hours (GLH) Number of Credits Mandatory / Optional SSAs Unit Grading Structure
D/507/1273 Marketing Management and Planning 5 200 Hrs 20 Mandatory 15.3 Business Management Pass
Unit Aims This unit aims to give learners a detailed understanding of the marketing planning process and to apply these principles to a variety of business contexts. It also enables learners to develop a thorough understanding of how a comprehensive environmental analysis can lead to the development of appropriate objectives and strategies to enhance operational marketing performance.
Learning Outcomes and Assessment Criteria Learning Outcome - The learner will: Assessment Criterion - The learner can: 1.1 Evaluate the role of marketing in an organisation Understand the principles of Analyse the relationship between corporate strategy 1 marketing and its role in business 1.2 and marketing strategy practice 1.3 Assess how marketing strategy is developed Evaluate approaches to internal environmental 2.1 analysis Evaluate approaches to Evaluate approaches to external environmental 2 2.2 marketing analysis analysis Explain how internal and external analyses can be 2.3 integrated to devise strategic alternatives Analyse decisions and choices to be made at a 3.1 corporate level Assess how these decisions influence marketing Analyse strategic marketing at 3 3.2 decisions and choices business unit and functional level Analyse approaches to competitive positioning of 3.3 businesses Identify a range of strategies that can contribute to 4.1 competitive advantage Assess how marketing strategies 4 can contribute to competitive 4.2 Analyse marketing communications strategies Analyse marketing strategies, their application and advantage 4.3 implementation for an organisation
Study contents Topic Role of marketing strategy Corporate strategy and marketing strategy
Learning Outcome 1 Strategic marketing
Course Coverage Marketing strategy, its role in the organisation and how it underpins marketing planning and activities, resources and implementation and monitoring, control Corporate strategy, linking marketing strategy to corporate mission and vision, meeting corporate objectives with marketing strategy, corporate social responsibility, marketing Analysis of the environment, setting objectives, dynamic strategy – flexibility for change
Internal analysis - approaches; Resource-based, performance, value
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