The course focuses on the role and application of marketing planning. It includes detailed work on the marketing audit which examines the macro and micro factors which impact on organisations, segmentation, market research, and strategic application of the marketing mix. It assumes no prior knowledge of marketing, aims to introduce you to some of the key areas of marketing and is suitable for both marketing and non-marketing students.

At the end of the course, you should be able to identify the usefulness of marketing planning in a range of situations, outline a basic marketing plan and understand the application of the planning process in a variety of existing organisations whatever the financial basis of your organisation: government organisations may place more emphasis on public relations and internal marketing, for example; while insurance companies emphasise advertising and personal selling in carefully targeted sections of the community. Brand image and brand management are also part of marketing. In fact, there are many fascinating aspects to subject and many areas in which strong specialisms can be developed. This course provides a sound basis for non-specialists and integrates work from all functional areas. 

To this end, the course will provide learning opportunities to appreciate current writings and perspectives on the marketing planning. Opportunities will be given to analyze case  studies, suggest realistic marketing strategies and identify marketing programs to support the strategies.