商业计划书：Strategic Marketing Planning
时间:2010-12-08 08:47:03 来源:www.ukthesis.org 作者：英国论文网 点击:245次
Strategic Marketing Planning Strategic Marketing Planning Dear All, It is my pleasure to welcome you to the Strategic Marketing Planning module.Thesis is provided by UK thesis basehttp://www.ukthesis.org/ The module promises to introduce you to the key aspects of strategic marketing planning, as well as an opportunity to put your skills to the test by working with a live client. The module will be delivered via workshops, where a variety of methods will be used. Active learning will be encouraged and therefore you can expect to be engaged in group debates (in class and online) and to be undertaking research alongside the taught element of the module. In addition, it is vital that you reflect on your own experience in the workplace and relate this to the theory. I do hope that you enjoy the module and if I or the module team can be of any assistance then please do not hesitate to contact us. I am very much looking forward to working with you all. Best of luck with your studies
Module Leader Noel Dennis Telephone 00 +44 (0) 1642 342811 E Mail [email protected]
David S Allison Telephone 00 +44 (0) 1642 342913 E Mail [email protected]
Module Aims On completion of this module students will have accrued skills in the following area : • Understand the business planning process • Prepare strategic marketing plans • To understand the role of improvisation and flexibility in strategic marketing planning • Appreciate the role of the management Consultant • Analyze Case-Study material for Decision-Making • Develop team and presentation skills
Knowledge and Understanding • Demonstrate originality in the application of marketing knowledge and skills
Cognitive & Intellectual Skills • Able to integrate and synthesise Knowledge, concept, theory and practice and apply to solving complex problems Practical/Professional Skills • Operate ethically in complex situations
Key Transferable Skills • Plan and manage own learning
• Strategic marketing Assessment Strategy Presentation (40%) Individually, you will deliver a 20 minute presentation to the module teaching team and, subject to availability, a member of staff from Jazzwise. The presentation content should be an overview of your strategic marketing plan for Jazzwise. You will have the opportunity to defend your plan, post-presentation, in a rigorous question and answer session. Marketing Plan (60%) You are required to support your presentation with the production of a detailed written Strategic Marketing Plan, which will provide the client with a clear strategy, rationale and programme of implementation at both the strategic and tactical level. Your plan should not exceed 4,000 words and should be structured using one of the many SMP frameworks. Remember, this is a live brief and the work MUST be of a professional standard. NOTE: the brief will be issued in early December 2009 Lectures will provide students with the fundamental knowledge and understanding to successfully complete the moduleThesis is provided by UK thesis basehttp://www.ukthesis.org/. The lecture programme is supported by Tutorials where the module leader will support individual groups in the development of their ideas and plans. This is further supported by a programme of student-led case-studies, where the groups will prepare and manage the de-brief process. The Reading List *Brenan R, Baines, Garneau, P & Vos, L, (2008) Contemporary Strategic Marketing, 2nd edition, Hampshire, Palgrave Macmillan Brown, S, (2006), The Marketing Code, London, Cyan Brown, S, (2007), Agents and Dealers, London, Cyan Brown, S, (2006), The Lost Logo, London, Cyan Brown, S, (2005), Writing Marketing: Literary Lessons from Academic Authorities, London, SAGE Burk Wood, M, (2007), Essential Guide to Marketing Planning, London, Prentice Hall Doyle, P & Stern, P (2006) Marketing Management and Strategy, 4th edition, London, Prentice Hall#p#分页标题#e# Doyle P, (2000), Value-Based Marketing, London, Wiley. Drummon, G, Ensor, J (2003), Strategic Marketing: Planning and Control, Oxford, Butterworth-Heinemann *Gilligan, C, Wilson, R, (2003), Strategic Marketing Planning, London, Butterworth-Heinemann Hollensen, S, (2006), Marketing Planning: A Global Perspective, London, McGraw-Hill *McDonald, M, (2008), Malcolm McDonald on Marketing Planning, London, Kogan Page *McDonald, M, (2006), Marketing Plans: How to Prepare Them, How to Use Them, 6th Ed, London, Butterworth-Heinemann McDonald, M and Dunbar, I, 2004, Market Segmentation: How to Do It, How to Profit from It, London, Butterworth-Heinemann Piercy, N, (2002), Market-led Strategic Change, London, Butterworth-Heinemann Saren, M, et al (2007), Critical Marketing. Defining the filed, London, Butterworth-Heinemann Stutely R, (2002), The definitive Business Plan, 2nd Ed, London, Prentice Hall Tadajewski, M, Brownlie, D, (2008), Critical Marketing: Issues in Contemporary Marketing, Chichester, Wiley Wood, M, (2004), Marketing Planning: Principles into Practice, London, Prentice Hall Ward, K, (2004), Marketing Finance: Turning Marketing Strategies into Shareholder Value, London, Butterworth-Heinemann
Journal of Marketing Management Journal of Strategic Marketing European Journal of Marketing Journal of Marketing Marketing Letters Marketing Intelligence and Planning The Marketing Review Marketing Theory Websites
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*subject to availability NB: the marketing seminar series will be decided nearer the time, in order to accommodate topical issues etc. a separate handbook will be issued. *Presentations will be scheduled around this time, but exact dates will be decided in due course.
A warm welcome
I am sure that you will enjoy the forthcoming seminars and will treat these as an opportunity to further your own and your peers’ knowledge of marketing. All of the academic papers are on Blackboard and you are kindly requested to print these and read them prior to the sessions, Custom Thesis，Custom Dissertation，in order for you to contribute fully to discussions. Presentations will be informal in nature and will provide an opportunity for us all to debate the dynamic subject of marketing. Exciting times ahead! Best of luck Noel Strategic Marketing Planning The objective of this session is to critically evaluate two approaches to strategic marketing planning.
McDonald, M. (1996), Strategic Marketing Planning: Theory, Practice and Research Agendas, Journal of Marketing Management, 12. pp 5-27 Piercy, N & Morgan, N. (1990), Organisational Context and Behavioural Problems as Determinants of the Effectiveness of the Strategic Marketing Planning Process, Journal of Marketing Management, 6, no 2, pp 127-143 Questions you may wish to consider 1) Compare and contrast the arguments/ideas in both papers The objective of this session is to critically evaluate the idea of flexibility in strategic marketing planning Read and critique the following journal articles: Brooksbank, R, (1990). Marketing Planning: A Seven – Stage Process. In: Marketing Intelligence & Planning Vol. 8, n. 7, pp. 21-29#p#分页标题#e# Dennis, N. K and Macaulay, M. J. (2003). ‘Jazz and marketing planning’, Journal of Strategic Marketing, Sep2003, 11, 3, pp.177-186 Questions you may wish to consider. 1. Provide a thorough analysis of the article
Strategic Marketing Planning Marketing Myopia The objective of this session is to critically evaluate the Levitt’s theory of “Marketing Myopia”. Read and critique the following journal articles: Levitt, Theodore (1960). “Marketing Myopia”, Harvard Business Review, 38 (July/August), pp.45-56. Brown, S (2005). Reconsidering the classics: reader response to “Marketing Myopia”, Journal of Marketing Management, 21, pp.473-487. Questions you may wish to consider. 1) Provide a detailed analysis and explanation of Levitt’s article
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