Please note this module descriptor is indicative of the structure of this course and may be subject to change.
This module will introduce students to a systematic approach to marketing decision-making using a planning framework. With the aid of contemporary theory and case studies, the module will explore each stage in the marketing planning process from appraising the firm's current situation through to objective setting, formulating and evaluating alternative marketing strategies and making them operational via an integrated marketing mix. Students will be encouraged to explore the practical application of concepts and techniques in a variety of marketing contexts and to reflect on their usefulness.
A student passing this module should be able to:
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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