Contemporary Marketing Planning: Develop Skills for Employability

Graduate Attributes for Personal Development

Graduate attributes are the personal qualities and skills which the University of Bolton community values, and which a student is expected develop during their time at the University. Graduate attributes act as a point of reference for a student’s personal development and support the articulation of employability and transferable skills. These are embedded into the curriculum design and help you develop the skills for employability. They are not assessed separately.

Module Communications

The Module Tutor’s contact details are provided at the top of this page.  You must check your University of Bolton email address and the Moodle area dedicated to this module regularly as many module communications are channelled through these media.

Your Module Tutor will normally aim to respond to your email messages within 2 full working days of receipt.  However responses will be longer in holiday periods.

Module Description

This module is designed to help you gain knowledge and skills so that you can critically assess contemporary marketing environments and develop strategic marketing plans that support value creation. You will evaluate traditional and digital theories and concepts, and critically analyse the issues concerned with contemporary marketing planning, including macro environmental assessment, marketing mix development and market entry strategies. You will be given the opportunity to critically review contemporary marketing case studies, with an emphasis on the rise of, nature, and impact, of digital technology, E-Commerce and multichannel marketing. You will develop and critically apply knowledge and skills to help you identify and appraise marketing opportunities for both service and product marketing and apply methodologies for successful online and offline planning in domestic and international markets. Taught (T), Developed (D) and Assessed (A).

LO1:Critically evaluate the nature and role of E-Commerce in contemporary marketing planning

LO2:Critically review the marketing process and evaluate its role in contemporary marketing practice

LO3:Critically analyse and apply key traditional and digital marketing theories Coursework / Practical (Oral assessment)

LO4:Develop an integrated marketing plan, justifying your selected marketing mix and estimating the potential value generation Coursework / Practical (Oral assessment)

Feedback on items of assessment can be formal (such as on a signed feedback form) or informal (such as advice from a tutor in a tutorial). Feedback is therefore not just your grade or the comments written on your feedback form, it is advice you get from your tutor and sometimes your peers about how your work is progressing, how well you have done, what further actions you might take.

We recognise the value of prompt feedback on work submitted. Other than in exceptional circumstances (such as might be caused by staff illness), you can expect your work to be marked and feedback provided not more than 15 working days from the deadline date. However, please note that that such feedback will be provisional and unconfirmed until the Assessment Board has met and may therefore be subject to change.

Please take time to read or listen to your assessment feedback. This can be very useful in determining your strengths and key areas for development, and can therefore help you improve on future grades.

Module Calendar

The contemporary marketing environment

The marketing planning process

Market research and macro environmental analysis

International marketing v domestic marketing

Impact of electronic media on global marketing

The role of data and analytics

E-Commerce and M-Commerce

Value Proposition development for services and products

Customer Relationship Management (CRM)

Reviews and feedback for draft submissions

Internal marketing

Reviews and feedback for draft submissions

Sustainable marketing and societal expectations

Employability and Continuous Professional Development (CPD) in marketing

Reviews and feedback for draft submissions

Assignment 2 (Academic Poster synthesizing theory and practice to include a reference list) Assignment 3 (Presentation justifying your selected marketing plan (poster))

Formative assessment is employed to support your learning on the module, allowing you to reflect on feedback on your progress from your tutors and peers. It takes a variety of forms including in class/online activities and does not contribute to the final module mark.