module specification

MC6010 - Marketing Planning and Strategy (2023/24)

Module specification Module approved to run in 2023/24
Module title Marketing Planning and Strategy
Module level Honours (06)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
81 hours Guided independent study
81 hours Scheduled learning & teaching activities
138 hours Assessment Preparation / Delivery
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 20%   Group presentation
Coursework 30%   Group Report
Coursework 50%   Individual Marketing Plan
Running in 2023/24

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

The module seeks to bring together the students previous learning in the subject area and expand it to the actual conceptualisation and execution of viable and dynamic marketing plans. It also presents the latest developments in strategic marketing thinking and development of marketing plans. The module critically evaluates the linkages between strategic marketing planning and corporate planning, organisations marketing competencies in relation to competitive advantage, market performance, customers, competitors, product and service portfolios, current and future positioning and value proposition. It also applies appropriate analytical frameworks and techniques suitable for planning, implementation, measurement and evaluation of marketing plans.

The aims of the module are to:
• Develop knowledge and understanding of relevant theories, models, concepts and context of strategic marketing and the planning process.
• Systematically conduct a marketing audit, develop an effective marketing strategy and tactical marketing plan using suitable analytical tools and frameworks.
• Foster a critical awareness and understanding of current issues in strategic marketing and planning in context of theory and practice.
• Enable students to consolidate and extend core concepts studied at L5 to an actual conceptualisation and execution of a realistic marketing plan.
• Develop students’ academic writing, communication and interpersonal skills, including oral presentation.

Prior learning requirements

At least ONE Marketing (MC) Module at Level 5


Introduction to Strategy LO1
Planning Process LO2
MACRO Environment LO1
MICRO Environment LO1
Internal Resources and Capabilities LO1
SWOT Analysis LO1
Strategic Perspectives LO2
Strategic Decisions LO2
Marketing Planning LO3
Situational Analysis LO2
Marketing Mix:
• Product Planning LO3
• Planning Price and Place LO3
• Promotion/Integrated Marketing Communications (IMC) LO3
Extended Marketing Mix for Services:
• People LO3
• Process LO3
• Physical Evidence LO3
E-Marketing Strategies LO3
Implementation, Monitoring and Control LO3
Marketing Budgeting LO3

Balance of independent study and scheduled teaching activity

The module will be delivered over a 27-week period and consist of a 3-hour workshop each week. The module uses a blended learning and teaching strategy, comprising of: workshops, video case studies, WebLearn interaction and class discussions. The use of WebLearn facilities is central to the delivery of the module handbook, case studies, journal articles and student feedback.

The weekly workshops will focus on strategic marketing and planning issues and will be supplemented with relevant resources. The workshop sessions will also cover discussions, debates, question and answer sessions to build on the key topic areas of strategic marketing and planning. The main focus will be on the development of research and critical thinking. The students will be expected to read extensively from the module reading list and supplement it using suggested readings and various online resources.

During the workshops, students are encouraged to construct small learning groups of 3-4 and work together on analysing and critically interpreting case studies, academic journal articles and other current real-life scenarios.

Learning outcomes

1. Critically evaluate the internal and external marketing environment within which an organisation has to construct its marketing strategy for action.
2. Assess the recommendations for development based on the internal and external marketing environment examined in order to facilitate decision-making processes in the future.
3. Construct a well-justified strategic marketing plan that evaluates appropriate analytical tools and techniques, which can be realistically implemented and monitored.

Assessment strategy

The assessment strategy consists of three components, which aims to assess the module’s learning outcomes.  These assessments require students to think critically and apply the knowledge gained during the module.  The components are:

Group Presentation (20%)
Group Report (30%)
Individual Marketing Plan (50%)

Group Presentation
Students will be required to work in groups of 3-4 for an oral presentation of 15 minutes. Assuming the role of Strategic Marketing Consultants, each group should develop a strategy for a company operating within the UK. Each group will be required to:
1. Critically evaluate the internal and external marketing audit of the selected organisation.
2. Critically examine the current strategy of the firm.
3. Assess the recommendations for development, which will facilitate strategic decision-making processes in the future, based on the foregoing analysis.

Group Report
Students will be required to submit a group report of 3,000 words consisting of the key issues covered in the group presentation. It is mandatory for students to submit a group declaration form.

Individual Marketing Plan
This assignment is designed to provide students with an opportunity to demonstrate breadth and depth of understanding of the module. Assuming the role of a Strategic Marketing Planning Consultant, each student will be required to develop a well-justified comprehensive marketing plan for an organisation operating within the UK (3,000 words). Based on the marketing audit and the STP strategy, individually students should develop an effective marketing mix plan including setting marketing objectives and tactical/strategic plans, the implementation process, alternative mechanisms of monitoring and control, marketing budgets, contingency and scenario planning.



Core Text:
West, D, Ford, J. and Ibrahim, E. (2015) Strategic Marketing: Creating Competitive Advantage, 3rd Edition, Oxford University Press.

Other Texts:
Gilligan, C. and Wilson, R. (2013) Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Routledge Taylor & Francis Group.

Kerin, R.A. and Peterson, R.A. (2013) Strategic Marketing Problems: Cases and Comments, 13th Edition, Pearson.

McDonald, M. and Wilson H. (2016) Marketing Plans: How to prepare them, how to profit from them, 8th Edition, John Wiley & Sons.

Wood, M.B. (2017) Essential Guide to Marketing Planning, 4th Edition, Pearson.

Journal of Strategic Marketing
Strategic Management Journal
Journal of Business Strategy
Journal of Marketing Research
Marketing Intelligence & Planning
Journal of Marketing
Journal of Academy of Marketing Science
European Journal of Marketing
Journal of Marketing Management
Journal of Targeting, Measurement and Analysis for Marketing

Chartered Institute of Marketing (CIM)

Electronic Databases:
Keynote, Mintel Marketing Intelligence, Euromonitor.

Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.