Marketing Planning
The Marketing Planning unit provides the essential knowledge and understanding for the Professional Diploma in the creation and use of operational marketing plans and the marketing process. It aims to provide students with an understanding of the differences in the internal organisational and external contexts within which operational marketing planning and marketing are carried out and the different models of marketing used to meet these contingencies. The unit aims in particular to ensure that the knowledge and understanding can be applied in the practical construction of appropriate and realistic marketing plans.
- Explain the role of the marketing plan within the context of the organisation's strategy and culture and the broader marketing environment (ethics, social responsibility, legal frameworks, sustainability)
- Conduct a marketing audit considering appropriate internal and external factors
- Develop marketing objectives and plans at an operational level appropriate to the internal and external environment
- Develop the role of branding and positioning within the marketing plan
- Integrate marketing mix tools to achieve effective implementation of plans
- Select an appropriate co-ordinated marketing mix incorporating appropriate stakeholder relationships for a particular marketing context
- Set and justify budgets for marketing plans and mix decisions
- Define and use appropriate measurements to evaluate the effectiveness of marketing plans and activities
- Make recommendations for changes and innovations to marketing processes based on an understanding of the organisational context and an evaluation of past marketing activities
