LO1 Demonstrate knowledge of contemporary strategic marketing theory and practices

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LCCA

Unit Handbook

Academic Year 2021/22

Hospitality & Management L6

IHMG6002 Marketing Strategy and Planning

Unit Leader:

Teaching Team:

Unit Credit: 20

                

Contents

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.

2. Introduction to the Unit IHMG6002 Marketing Strategy and Planning

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.

  • Market Research
  • Primary and Secondary Research
  • Quantitative and Qualitative Research
  • The Marketing Mix
  • Market Segmentation
  • Micro/Macro Marketing
  • Consumer Demographics
  • SWOT analysis
  • Integrated Marketing
  • Media Marketing
  • Market Report Writing
  • Digital Presentations
  • Academic Good Practice Including Harvard Referencing and Research
  • Methodologies.

2.1 Aims

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

2.2 Learning Outcomes

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.

2.3 Learning and teaching activities

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.

Guest speakers

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

2.4 Expected study time

Activity

Hours

Overall percentage of total

Scheduled teaching

22

15%

Guided Independent Study

178

85%

Placement / Year Abroad

0

 

Total

200

100%

4. Unit Content and Design IHMG6002 Marketing Strategy and Planning

4.1 Planned Term Dates:

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

 

Week Commencing

No. of weeks

Delivery of Courses

Internal Procedures

 
 

Term 1

 

07 Feb 2022

Induction week

 

14 Feb 2022

Week 1

Teaching

 

 

21 Feb 2022

Week 2

Teaching

 

 

28 Feb 2022

Week 3

Teaching

 

 

07 Mar 2022

Week 4

Teaching

 

 

14 Mar 2022

Week 5

Teaching

 

 

21 Mar 2022

Week 6

Teaching

 

 

28 Mar 2022

Week 7

Teaching

 

 

04 Apr 2022

Week 8

Teaching

 

 

11 Apr 2022

Spring Break

 

18 Apr 2022

Spring Break

 

25 Apr 2022

Week 9

Teaching

 

 

02 May 2022

Week 10

Teaching/Assessment

 

 

09 May 2022

Term break

Marking

 

16 May 2022

Marking & IV

 

23 May 2022

Internal board

 

Term 2

 

30 May 2022

Week 1

Teaching

 

 

06 Jun 2022

Week 2

Teaching

 

 

13 Jun 2022

Week 3

Teaching

 

 

20 Jun 2022

Week 4

Teaching

 

 

27 Jun 2022

Week 5

Teaching

 

 

04 July 2022

Week 6

Teaching

 

 

11 July 2022

Week 7

Teaching

 

 

18 July 2022

Week 8

Teaching

 

 

25 July 2022

Week 9

Teaching

 

 

01 Aug 2022

Week 10

Teaching/Assessment

 

 

08 Aug 2022

Summer Break

Marking

 

15 Aug 2022

Summer Break

Marking

 

22 Aug 2022

Summer Break

IV

 

29 Aug 2022

Summer Break

Internal board

 

05 Sep 2022

Autumn Break

 

 

12 Sep 2022

Autumn Break

 

 

19 Sep 2022

Autumn Break

 

 

26 Sep 2022

03 Oct 2022

Induction and Experiential Immersion fortnight

 

 

Term 3

 

10 Oct 2022

Week 1

Teaching

 

 

17 Oct 2022

Week 2

Teaching

 

 

24 Oct 2022

Week 3

Teaching

 

 

31 Oct 2022

Week 4

Teaching

 

 

07 Nov 2022

Week 5

Teaching

 

 

14 Nov 2022

Week 6

Teaching

 

 

21 Nov 2022

Week 7

Teaching

 

 

28 Nov 2022

Week 8

Teaching

 

 

05 Dec 2022

Week 9

Teaching/ Assessment

 

 

12 Dec 2022

 

Marking

 

19 Dec 2022

 

Marking

 

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

 

 

 

4.2 Scheme of Work (SOW)

November Autumn Term

Week

Session Theme and Description

Seminar Activity/

Reading or tasks to complete/prepare (if relevant)

1

Induction To Marketing Strategy & Planning

Discussion on the value of strategy

2

The key aspects of strategy & Planning

SWOT & PESTLE

3

Value Proposition & Strategy

What is Value Proposition?

4

Customer Analysis

What is Segmentation?

5

Marketing Information and Research

The marketing environment

6

The Marketing Mix

How to deliver value with 6 Ps.

7

Promotion: Integrated marketing communication

Communication as key of success

8

FORMATIVE

FORMATIVE & 1-2-1

9

Consumer Behaviour

What is changing today

10

Different strategic approaches

Case study

11

Recap & Q&A pre - submission

1-2-1

4.3 Session Required Reading

Recommended Reading

Essential

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

Recommended

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

5. Assessment Details

5.1 Summary of assessment IHMG6002 Marketing Strategy and Planning

Assessment Title

Weight towards final grade %

Length

Due Date

Anticipated Return Date

Individual Market Report

100%

3000

16-02-2021

WC 08-03-2021

5.2 Detailed description of assessment

5.2.1 Individual Market Report

Individual Market Report and Proposed Integrated Marketing Campaign

  • 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 report.
  • Primary and secondary research should be conducted into this market sector, and a thorough analysis of your findings should be incorporated.
  • Based on the outcome of this analysis, you will produce an integrated marketing campaign in a digital format for the brand, which appropriately communicates the brand message and ultimately generates AIDA (Attention, Interest, Desire, and Action). LO1 Demonstrate knowledge of contemporary strategic marketing theory and practices

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

Executive Summary

  • Your executive summary should be no more than a page
  • It should summarise all the other sections of your report
  • It should be the last thing you write even though it`s usually the first thing read by others
  • Its concise length and summary format will enable the reader to quickly understand the outcome of your report

1. Introduction

  • Purpose of the report and why the report was written
  • Sources of information you have used for your report
  • Limitations of your research
  • How you conducted your research (primary and secondary)

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?

5. Conclusion

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.

Appendices

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

  • Presentation is very important. Your report must be produced in Adobe InDesign (not Word) using digital media as required.
  • Use bullet points where appropriate and avoid large chunks of unbroken text.
  • Concise editing and writing style - the ability to get a message across clearly and succinctly is a key skill required in marketing.
  • Illustrate using relevant photographs, product images, charts and graphics and infographics, making your report as visual as possible.
  • Always write in the third person singular, avoiding the use of first person I.

CRITERION

There should be at least one criteria              against each learning outcome for the unit

MAPS TO LEARNING OUTCOME

Knowledge of

Strategic thinking and strategic planning within a marketing and business context

 

LO1

Understanding Through application of:

Analysis, synthesis, and evaluation of a range of case studies and strategic models, research sources and methodologies

 

LO2

Technical and professional applied skills

Professional skills through written academic conventions 

LO3

Banding

Knowledge and Understanding

(30%)

Analysis, Evaluation and Application of Theory

(30%)

Quality of Research

(20%)

Academic Writing

(20%)

90-100%

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.

80-89%

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. 

70-79%

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. 

60-69%

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.  

50-59%

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.

40-49%

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.

35-39%

(Marginal Fail)

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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