OBJECTIVES

Commercial success follows companies that can create and retain customers by providing better value than competitors. But this provokes the questions Which customers? and  How should value be created?. Marketing planning is part of a broader concept known as strategic planning. Because marketing management is charged with the responsibility of managing the interface between the company and its environment, it has a key role to play in strategic planning.

This course starts from the role of marketing planning within businesses to develop a systematic framework for understanding the analysis and decision making process. It provides students with a good understanding of the role of the marketing planning process to create value for the customers, to determine the competitive advantage and to implement the more profitable strategy. It gives students the opportunity to achieve a professional presentation of a marketing plan in the same way they will have to do in a company or a group.

COURSE CONTENT

This course explains: (list not exhaustive)

The role of marketing planning within businesses 
The process of marketing planning 
The concept of the business mission 
The components of core strategy
The importance of organisation, implementation and control ...

Full course contents available upon request.

Half of the time will be devoted to the realisation of a marketing plan based on a real life case study. Groups of students will be asked to produce and to present a professional plan as if they were working in real life. This will also provide them with a framework for understanding how the key elements of marketing covered in the subsequent modules of this MSc relate to each other.