Marketing Planning (MOD004454)

Marketing Planning (MOD004454)
Week 1 Introduction – the complex role of
Orla O’Connor
[email protected]
Introduction & today’s topics
• Module introduction
• Role of marketing
• Marketing definition
• Marketing orientation
• Reflection and exercises
Module overview – learning outcomes
• Embrace innovative concepts and ideas which push forward the
knowledge base of marketing in different contexts
• Develop a critical working knowledge of the strategic management
tools and techniques in the marketing planning process, to pre-empt
and solve customer problems
• Critically evaluate opportunities in a sector of the economy
• Construct a strategic marketing plan for an organisation operating in a
specific sector of the economy
Module overview - topics
Topic 1: Introduction - the complex role of marketing
Topic 4: Marketing in different contexts
Topic 3: Contemporary issues in marketing
Topic 5: Marketing law, regulations and ethics
Topic 2: Managing corporate reputation
Topic 6: Assessing marketing resources – people, budgets, systems
Topic 8: Stakeholders – internal and external relationships
Topic 7: Marketing planning process
Topic 9: Defining the marketing strategy
Topic 10: Marketing implementation
Topic 11: Marketing evaluation & control
Topic 12: Module review & assignment support
Module overview - approach
• Solid marketing knowledge/experience required
• Build on this knowledge to assess company position within market
and challenge own and organisation’s perception of marketing
• Wide and independent reading and research needed to succeed
(books & resources recommended in module guide and in slides
alongside relevant topics)
• Exchange of ideas, best practice and industry knowledge
• Weekly exercises based on assignment – keep a record of your
• Two elements:
1. Analysis of your market
40% of overall mark
1200 words
Due date TBC
2. Strategic marketing plan
60% of overall mark
1800 words
Due date TBC
• See page 3 of module guide for more details
The complex role of marketing
• What is marketing?
• Whose responsibility is it?
The complex role of marketing
• Seth Godin: The Art of Marketing
Marketing defined
“Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirements profitably.”
Chartered Institute of Marketing (CIM)
‘Management process’…
• Continuous, cyclical – what about external events?
• Planning
• Strategy
• Budgeting
• Senior management buy-in (at board level – CMO?)
‘Management process’…
Risk &
• Marketing research:
‘The collection and analysis of data from a sample or census of
individuals or organisations relating to their characteristics, behaviour,
attitudes, opinions or possessions. It includes all forms of market,
opinion and social research such as consumer and industrial surveys,
psychological investigations, qualitative interviews and group
discussions, observational, ethnographic and panel studies.’
Market Research Society (MRS)
• Customer Relationship Management systems
• Marketing/Management Information Systems
• EPOS systems
• Databases
• Right product?
• Right price?
• Right place?
• Right promotion?
• Right customer service?
• Right processes?
• Right environment?
How ‘satisfied’ are you as customers?
• What have your recent customer experiences been like?
• Metrics
• Reporting
• Technology
• Other departments
• Time, cost, skills
The complex role of marketing
• What do you think marketing is?
• Who do you think is responsible for it?
• Anything to add?
• The role of marketing is often misunderstood and under-appreciated
• Marketing can be organisation-wide
• It is a central business function
• Marketing is a science and art requiring a whole host of skills and
• An organisation’s approach to marketing depends on its orientation
For next week..
• Start journal for assignment
• Complete seminar exercises (keep track in assignment journal)
• Read through assignment brief (p.3 in module guide)
• Read around the topics covered today
Useful resources for today’s topics:
• Chapter 1 The big picture: marketing as a business discipline, Chernev, A. (2012) Strategic marketing
management. Chicago, Cerebellium
• Siegel, A. and Etzkorn, I. (2013) Simple: conquering the crisis of complexity. Grand Central Publishing
• Chapter 9 How to change your organisational structure. Lord, B. and Velez, R. (2013) Converge: Transforming
Business at the Intersection of Marketing and Technology. New Jersey, Wiley
• Chapter 1 The changing face of marketing. Eley, B. and Tilley, S. (2009) Online marketing inside out. Victoria,
• Chapter 1 From hierarchy to enterprise: internal markets are the foundation for a knowledge economy Varey,
R. and Lewis, B. (2000) Internal marketing: Directions for management. London, Routledge
• Hill, M.E. (2013) Marketing strategy: the thinking involved. London, Sage Publications
• Lynch, J.E. (1994) Only Connect: The Role of Marketing and Strategic Management in the Modern
Organisation. Journal of Marketing Management. Vol10(6), pp527-542
• Assignment brief
• Choose organisation
• What are your immediate thoughts about the organisation from a
customer’s perspective?

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