International Marketing Planning Module

Learning Outcomes

Marketers are increasingly pressed for resources (time, budgets and human) and must satisfy a broader range of stakeholders and influencers. Marketing planning can be supported by marketing automation to execute aspects of the plan, but this does carry risks. An effective plan must be continuously monitored, controlled and assessed for risk.  

The International Marketing Planning module provides students with the fundamental building blocks to manage an organisation’s marketing function. By establishing an organisation’s current market position, unpacking the value offering to consumers, and formulating a plan to meet strategic marketing objectives, the marketing planning process provides a creative framework to drive organisational success and achieve a sustained, competitive advantage in the global marketplace.

On completion of the module you should be able to:

LO1 Critically evaluate the macro and micro environmental issues that inform strategic international marketing planning decision making

LO2 Make informed judgements on the strategic application of segmentation, targeting and positioning in the marketing planning process

LO3 Synthesise an implementation and control plan to meet a marketing objective using appropriate theoretical frameworks

LO4  Critically reflect on and evaluate the application of international marketing planning theory in practice.

Transferable Skills

The module enhances your employability by developing the following transferable Work Ready skills:

Organisation

Project management skills for marketing; identifying tasks and allocating resources

Communication

Discussing and challenging peers on contemporary marketing issues

Commercial Awareness

Developing an understanding of markets, environmental influences, and disruptive factors; developing operational plans; identifying risks to organisations

Researching and Analysing

Secondary research skills to locate relevant and up-to-date statistics; auditing an organisation of choice; applying marketing models

Problem Solving

Developing strategies to address organisational and product/service issues.

 Principles of Responsible Management Education

The Lincoln International Business School is committed to the Principles of Responsible Management Education (PRME) to develop future leaders that are socially responsible who will create sustainable environmental and economic value.

This module contributes to the PRME agenda by:

• Principle 1 - Purpose: We will develop the capabilities of students to be future generators of sustainable value for business and society at large and to work for an inclusive and sustainable global economy.
• Principle 2 - Values: We will incorporate into our activities, curricula, and organisational practices the values of global social responsibility as portrayed in international initiatives such as the United Nations Global Compact.
• Principle 3 - Method: We will create educational frameworks, materials, processes and environments that enable effective learning experiences for responsible leadership.

Module Delivery

As a 15-credit module this is equivalent to 150 learning hours. The main approach to learning is to develop independent learning by guidance to appropriate resources. Students will be supported by a series of learning materials and directed reading, followed by activities and online discussions.

You will need an Internet connection to participate in discussions and assignments, access readings, transfer coursework, and receive feedback from module tutor.

A range of learning strategies will be applied during this module, which will typically include:

• A video introduction to the module
• Online live lectures, face to face seminar sessions; online seminar sessions. Module group of learning will be facilitated by module tutors
• A Q&A Discussion Board where frequently asked questions will encourage frequent peer and tutor interactions  
• Independent study through online learning materials
• Guided reading and research via a range of suggested reading materials and resources
• Collaborated practice and presentation preparation with peers using Blackboard Collaborate Ultra/MS Team

Contact Time

This module has adopted blended approach, the content of the module is delivered in a technology-enabled learning platform which simulates the real-world working environment. Online live lectures, seminar sessions with face to face learning and teaching activities are used in combination to engage students and maximise their experience to explore the subject matter. Online live and interactive sessions are mostly delivered through Blackboard Collaborate and the recording will be made available for students to access 24/7. MS Team will also be used to add the flexible and dynamic dimension for the students to communicate, collaborate and co-create. Digital capability and resilience students will develop on the module along with their subject specialist knowledge will support their further independent study and research throughout the programme.

Directed Study

You are expected to attend all lectures and seminars.  The seminars are particularly important in this module as they introduce you to the skills required to complete your assignment and are tailored to specific elements of the assessment, so it is paramount you undertake the seminar preparation and directed reading to maximise the benefits they offer.  Each seminar has a clear explanation of what needs to be prepared and can be found in Appendix 1.

• Assessment workshops
• Seminar direct Q&A
• Frequent online quiz to test your understanding of the relevant week’s content
• Group feedback on discussions, received in asynchronous style.
• Individual feedback on the draft submission  

Assessment Summary

The module is assessed via two assessment tasks, which will be equivalent to 3, 500 words (+/- 10%) made up of two parts:

Part 1: Digital presentation – individual online/video (40%) (LO2, 3) – creation of a digital marketing plan, 1,000 words equivalent.  A presentation on outlining marketing plan for an organisation, brand of choice should allow the business to maintain its competitive edge locally, nationally or internationally.

Part 2: Critical horizon scanning report (60%) (LO1, 4) – a critical reflection on how future marketing trends may impact on the current marketing plan and challenges of implementing the marketing plan through the lenses of stakeholder engagement. 2,500 words equivalent.