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Academic Year 2021/22
Hospitality & Management L6
IHMG6002 Marketing Strategy and Planning
Unit Credit: 20
1. Welcome. 1
2. Introduction to the Unit. 3
2.1 Aims. 4
2.2 Learning Outcomes. 4
2.3 Learning and teaching activities. 5
2.4 Expected study time. 5
2.5 Additional Requirements. Error! Bookmark not defined.
3.Contact Details. 6
4. Unit Content and Design. 6
4.1 Planned Term Dates: 6
November intake 4,5,6. Error! Bookmark not defined.
4.2 Scheme of Work (SOW) 7
4.3 Session Required Reading. 8
5. Assessment Details. 9
5.1 Summary of assessment. 9
5.2 Detailed description of assessment. 9
5.2.1 Essay. 9
5.2.2 Presentation. Error! Bookmark not defined.
6. Additional Information. Error! Bookmark not defined.
This unit will introduce you to the fundamental principles of marketing strategy & planning and demonstrate how marketing provides the essential links between customer and the product. It provides an essential grounding in the fashion market -place and underpins work throughout the whole of your course. LO1 Demonstrate knowledge of contemporary strategic marketing theory and practices
You will be introduced to marketing strategy & planning and market research including primary and secondary research skills crucial to understanding and formulating reports on fashion management and marketing.
A1 To develop understanding of contemporary strategic marketing practices
A2 To introduce you to research skills appropriate to the understanding of strategic marketing and its planning
A3 To enable you to develop digital skills appropriate to marketing strategy and its planning
On satisfactory completion of the unit you will be able to:
LO1 Demonstrate knowledge of contemporary strategic marketing theory and practices
LO2 Analyse the strategic approach to marketing and its planning through primary and secondary research to make informed strategic decisions
LO3 Communicate effectively through digital means.
Lectures & workshops – to present theoretical concepts and techniques of topics and generate active participation by students through various exercises and get immediate formative feedback on their understanding of the concept/technique as the answer is given and explained.
Seminars – to generate participation during which students apply the knowledge acquired in the lecture to further questions, discuss the answers and evaluate the topic considered, in discussions within a group.
Group work in workshops and seminars - carry out work on examples in small groups.
Guided reading and independent study – to enable students to participate with relevant and appropriate discussions.
Weekly teaching will be supported with the online intranet (Canvas) for sharing materials and incorporating online activities in preparation for, or as follow-up of sessions, and include both individual and collaborative exercises.
Feedback sessions – to reflect on learning progression. You are required to focus on one chosen brand, and to conduct research into the market sector within the fashion industry that is relevant to the chosen brand. You will need to utilize sufficient breadth and depth of research to enable you to produce 3000 words repor
Overall percentage of total
Guided Independent Study
Placement / Year Abroad
Please note these dates are correct at time of publication
Academic Calendar for Foundation & BA Courses
(UCA) Level 3, 4, 5, 6
February 2022 Intake
No. of weeks
Delivery of Courses
07 Feb 2022
14 Feb 2022
21 Feb 2022
28 Feb 2022
07 Mar 2022
14 Mar 2022
21 Mar 2022
28 Mar 2022
04 Apr 2022
11 Apr 2022
18 Apr 2022
25 Apr 2022
02 May 2022
09 May 2022
16 May 2022
Marking & IV
23 May 2022
30 May 2022
06 Jun 2022
13 Jun 2022
20 Jun 2022
27 Jun 2022
04 July 2022
11 July 2022
18 July 2022
25 July 2022
01 Aug 2022
08 Aug 2022
15 Aug 2022
22 Aug 2022
29 Aug 2022
05 Sep 2022
12 Sep 2022
19 Sep 2022
26 Sep 2022
03 Oct 2022
Induction and Experiential Immersion fortnight
10 Oct 2022
17 Oct 2022
24 Oct 2022
31 Oct 2022
07 Nov 2022
14 Nov 2022
21 Nov 2022
28 Nov 2022
05 Dec 2022
12 Dec 2022
19 Dec 2022
26 Dec 2022
Second Marking and Internal Board
02 Jan 2023
09 Jan 2023
UCA Internal Verification (3rd Jan to 9th Jan)
16 Jan 2023
Board processing for main board (26th Jan) Re-sit close (end of week)
23 Jan 2023
Re-sit Marking & Main Board
30 Jan 2023
Re-sit UCA IV
06 Feb 2023
Bord of examiners
13 Feb 2023
Next academic year start
November Autumn Term
Session Theme and Description
Reading or tasks to complete/prepare (if relevant)
Induction To Marketing Strategy & Planning
Discussion on the value of strategy
The key aspects of strategy & Planning
SWOT & PESTLE
Value Proposition & Strategy
What is Value Proposition?
What is Segmentation?
Marketing Information and Research
The marketing environment
The Marketing Mix
How to deliver value with 6 Ps.
Promotion: Integrated marketing communication
Communication as key of success
FORMATIVE & 1-2-1
What is changing today
Different strategic approaches
Recap & Q&A pre - submission
Kotler, P, Armstrong, G, Wong, V, Saunders,J. and BurkWood, M. (2017) Principles of Marketing (7th European Ed). FT/Prentice Hall
Lovelock, Christopher H. (2011) Services marketing : people, technology, strategy Harlow : Pearson
Szmigin, Isabelle (2018) Consumer behaviour Oxford University Press
Jobber, D. (2009) Principles and Practice of Marketing (6th Ed). McGraw-Hill
Jim, B., (2009) Principles and Practice of Marketing (2nd edition). Cengage Learning EMEA Publishing
Weight towards final grade %
Anticipated Return Date
Individual Market Report
Individual Market Report and Proposed Integrated Marketing Campaign
Below are the headings and contents you need to produce in your report:
Title Page to include your name, unit code and title of report
Contents Page – including page numbers, section subheadings and sub-numbers
2. The Market Sector – introduce the market sector
2.1 Current market analysis (size and performance)
2.2 Key external influences – written and visual analysis of PESTEL
2.3 Marketing trends – use LSN, WGSN and other reliable sources for examples
3. The Brand within the Sector
3.1 Introduce the brand – history, mission statement/values and products/services
3.2 USP (Unique Selling Proposition) - brand identity/signature/logo
3.3 Current financial performance KPIs (Key Performance Indicators)
3.4 Target consumer/customer profile – segmentation and demographics
3.5 Key competitors – plot your brand and key competitors on a Price / Style Matrix, highlighting your brand and key competitors with a circle
3.6 Product - categories, signature key pieces and prices
3.7 Place - multi-channel retailing including on-line and physical stores, national and international presence – (number of stores and which brands are they located next to if applicable)
3.8 Search Engine Results Page (SERP) – Screenshot the search engine results page and analyse the brands SEO (Search Engine Optimisation)
3.9 SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of the brand including the micro and macro environment
4. Proposed Integrated Marketing Campaign
This section of the report should be visually produced following your Adobe Software classes and include bullet points and explanatory text to navigate the reader through your proposal.
You are required to propose and create a new integrated marketing campaign for your chosen brand based on your research of key marketing trends and market analysis.
Your campaign should include the following promotional tools -
4.1 Content Marketing – consider the relevance of your curated content to broadcast through advertising including video, billboard, TV and online
4.2 Digital Marketing – demonstrate and visualise social media campaigns and / or mobile marketing
4.3 Direct Marketing – consider CRM (Customer Relationship Management) strategies – using the correct tone of voice for your brand, write-up and visualise an email to consumers and / or leaflets / SMS / on-line chat through owned media (e.g., own website)
4.4 Affiliate Marketing – Blogger outreach and / or websites
4.5 PR activities – launch event and / or celebrity influencers
4.6 Marketing Plan – schedule the marketing activities with a timeline (calendar dates) and discuss the financial implications of the proposed marketing campaign. What measures have been put in place to measure the effectiveness of it?
Your conclusion should include the main findings of sections 1 – 3, and discuss your integrated marketing campaign section 4, bringing your report to a logical end.
Additional information to support your report such as articles and academic writing. Please include the results of your primary research i.e. evidence of survey and/or focus group.
Tips for a Successful Report IHMG6002 Marketing Strategy and Planning
There should be at least one criteria against each learning outcome for the unit
MAPS TO LEARNING OUTCOME
Strategic thinking and strategic planning within a marketing and business context
Understanding Through application of:
Analysis, synthesis, and evaluation of a range of case studies and strategic models, research sources and methodologies
Technical and professional applied skills
Professional skills through written academic conventions
Knowledge and Understanding
Analysis, Evaluation and Application of Theory
Quality of Research
Exceptional knowledge base exploring, analysing, and evaluating the discipline and its theory with extraordinary originality and autonomy. You are required to focus on one chosen brand, and to conduct research into the market sector within the fashion industry that is relevant to the chosen brand. You will need to utilize sufficient breadth and depth of research to enable you to produce 3000 words repor
Demonstrates an exceptional grasp of relevant analytical techniques, and the ability to apply these to new and/or abstract information and situations. Shows a highly developed appreciation of the limits and/or appropriate uses of analytical and evaluative approaches. Knowledge and understanding of theory, where relevant, is highly detailed. Exceptional appreciation of the limits of theory demonstrated throughout all assessment outcomes. Approach to assessment task is theoretically informed to an exceptional standard.
Exceptional exploration of wider academic sources with a high degree of independent learning which exceeds the assessment brief. Sources have been accurately interpreted and integrated with flawless synthesis, leading to innovative and interesting ideas. With some adjustments, work may be considered for internal publication.
Exceptional answer with coherent and logical presentation of ideas. The answer exhibits a clear argument/line of reasoning with flair and originality. Discipline specific vocabulary used with precision and academic style applied well throughout. No language errors present and referencing in the CU version of Harvard has been employed in an accurate manner. With some adjustments, work may be considered for internal publication.
Outstanding knowledge base exploring, analysing and evaluating the discipline and its theory with clear originality and autonomy.
Demonstrates an outstanding grasp of relevant analytical and/or evaluative techniques. Shows a developed appreciation of the limits and/or appropriate uses of analytical and/or evaluative approaches. Knowledge and understanding of theory, where relevant, is detailed and sophisticated. Appreciation of the limits of theory demonstrated throughout the work. Approach to assessment task is clearly and appropriately theoretically informed.
Outstanding exploration of wider academic sources with a high degree of independent learning which exceeds the assignment brief. Sources have been accurately interpreted and integrated with a high degree of synthesis, leading to innovative and interesting ideas. LO1 Demonstrate knowledge of contemporary strategic marketing theory and practices
Outstanding answer with coherent and logical presentation of ideas. The answer exhibits a clear argument/line of reasoning with flair and originality. Discipline specific vocabulary used with precision and academic style applied throughout. No language errors present. Referencing in the CU version of Harvard has been employed in an accurate manner.
Excellent knowledge base that supports analysis and/or evaluation and problem-solving in theory and/or practice within the discipline, with considerable originality.
Demonstrates a detailed, accurate, theoretical understanding. Appropriately selected theoretical knowledge is applied to the individual learning outcomes. Makes excellent use of established techniques of analysis and/or evaluation relevant to the discipline and applies these effectively. Shows developed ability to appraise alternative theories and/or analytic approaches, where relevant.
Excellent exploration of wider academic sources with evidence of independent learning which may exceed the assignment brief. Sources have been accurately interpreted and integrated with an attempt made at synthesis, leading to interesting ideas.
Excellent answer with coherent and logical presentation of ideas. The answer is entirely relevant and focused with a clear argument/line of reasoning throughout. Discipline specific vocabulary used with precision and academic writing style applied throughout. No language errors present. Referencing in the CU version of Harvard has been employed in an accurate manner.
Very good knowledge base that supports analysis and/or evaluation and problem-solving in theory and/or practice within the discipline, with some originality displayed.
Makes very good use of established techniques of analysis and/or evaluation relevant to the discipline. Shows developing ability to compare alternative theories and/or analytic approaches, where relevant.
Very good evidence of wider academic reading and independent learning. Sources have been accurately interpreted and integrated with some evidence of synthesis.
Very good answer with coherent and logical presentation of ideas. The answer is relevant and focused. Discipline specific vocabulary is used and academic writing style applied. Minimal language errors may be present but do not impact on clarity of expression. Referencing in the CU version of Harvard is accurate.
Good knowledge base that supports some analysis and/or evaluation and problem-solving in theory and/or practice within the discipline.
Makes good use of established techniques of analysis and/or evaluation, relevant to the discipline. Sound descriptive knowledge of key theories with some appropriate application.
Good evidence of academic reading, with attempt at moving beyond the recommended texts. Interpretation of sources is acceptable with evidence of integration.
Good answer with coherent and logical presentation. The answer is largely relevant but lacks focus at points. There is an attempt at using discipline specific vocabulary and academic writing style. Some language errors are present which impacts on clarity at times. Referencing in the CU version of Harvard is mostly accurate.
Satisfactory knowledge base demonstrating comprehension and formulation of basic knowledge with some omissions at the level of theoretical understanding.
Limited ability to discuss theory and solve problems within the discipline.
Makes satisfactory but limited use of established techniques of analysis and/or evaluation, relevant to the discipline. Selection of theory, if relevant to the assessment outcomes is satisfactory but application and/or understanding is limited.
Satisfactory evidence of academic reading, with minimal attempt to move beyond the recommended texts. Interpretation of sources is acceptable, but there may be some instances of misunderstanding.
Satisfactory answer with some attempt at coherence and logical presentation. The answer contains some irrelevant material and lacks focus at points. There is minimal use of discipline specific vocabulary and academic writing style is inconsistently applied. Some language errors may be present which impacts on clarity at times. Referencing in the CU version of Harvard is mostly accurate but with some errors.
Outcomes not or only partially met. Restricted knowledge base demonstrated. Limited understanding of discipline. Difficulty with linking theory and problem solving within the discipline.
Attempts at analysis and/or evaluation ineffective and/or uninformed by the discipline. Knowledge of theory inaccurate and/or incomplete. Choice of theory inappropriate. Application and/or understanding very limited.
Limited evidence of reading at an academic level. Sources used may be inappropriate and interpreted poorly. Little evidence of integration.
Answer is attempted but limited. Lack of coherence and logical presentation. The answer contains mainly irrelevant material and lacks focus throughout. Language errors are present and impact on clarity of expression. Academic writing style is not adhered to. Referencing in the CU version of Harvard is inconsistent.
0 – 34%
Little or no evidence of knowledge base. Little evidence of understanding of discipline. Significant difficulty with theory and problem solving within the discipline.
Absence of relevant theoretical content and/or use of theory, where relevant. Lacks any analysis and/or evaluation.
Inadequate or no evidence of reading at an academic level with poor application of sources and ideas. Answer is likely to include inappropriate references which are misunderstood and not integrated. Possibility of plagiarism OR no evidence of academic research. Answer may not be research based.
Answer is inadequate with serious flaws in coherence and presentation. Poorly structured with multiple language errors which impact on clarity. Weak application of CU version of Harvard referencing style.
IHMG6002 Marketing Strategy and Planning
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