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Semester 2

Marketing Intelligence and Planning (BUST08041)

Subject

Business Studies

College

CAHSS

Credits

20

Normal Year Taken

2

Delivery Session Year

2023/2024

Pre-requisites

Visiting students must have completed at least 1 introductory level Business Studies course at grade B or above for entry to this course. We will only consider University/College level courses.

Course Summary

Marketing Intelligence and Planning builds upon theories and concepts in marketing (introduced in the first-year business courses and second-year marketing course), providing for a more specific and applied study of marketing intelligence, planning and strategy. The course will provide students with a broad understanding of strategic analysis and planning, and an appreciation for the extensive scope of marketing data and intelligence. Further, students will learn about the various theoretical and practical tools and frameworks used to gather and appraise marketing intelligence, develop and implement strategies, and evaluate and control performance metrics.

Course Description

Marketing Intelligence and Planning is at the core of any organisation's marketing strategy. The ability of an organisation to gather and utilise meaningful market data and customer insights can be crucial in maintaining a sustainable competitive advantage, in today's increasingly dynamic marketing landscape. Deriving and developing successful marketing strategies from such intelligence requires a methodical approach to marketing planning and strategy formulation. This course therefore explores the theoretical and practical perspectives of marketing intelligence, planning and strategy. It will introduce students to a range of tools and frameworks used to analyse an organisation's portfolio, competitors, industry and environmental trends. Moreover, marketing intelligence and research methods will be considered, with respect to social listening, digital analytics, segmentation, customer personas and experience mapping. Students will examine a range of different companies, sectors, industries and international contexts, providing for a deeper and more nuanced understanding of marketing strategy. By the end of the course, students will have a strong and critical appreciation for the role of marketing intelligence in driving marketing decisions and strategies, and the implications for marketing management. The course will cover topics such as: - Introduction and Overview - Strategic Planning - Portfolio / Trend / Environmental Analysis - Industry / Market / Competitor Analysis - Market Position / Growth Strategies - Marketing Intelligence / Research Methods - Consumer Segmentation and Insights - Data, Analytics and Metrics - Review and Revision Student Learning Experience The course will be delivered via interactive lectures and tutorials. Independent reading and learning is an essential component in the course and students are expected to undertake the prescribed readings for each lecture and do the necessary study tasks for each tutorial, so that they are adequately prepared to engage in discussions.

Assessment Information

Written Exam 60%, Coursework 40%, Practical Exam 0%

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