Undergraduate Course: Marketing Intelligence and Planning (BUST08041)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 8 (Year 2 Undergraduate)
||Availability||Available to all students
|Summary||Marketing Intelligence and Planning builds upon theories and concepts in marketing (introduced in the first-year courses and second-year marketing course), providing for a more specific and applied study of marketing intelligence, planning and strategy. The course will provide students with a broad understanding of strategic analysis and planning, and an appreciation for the extensive scope of marketing data and intelligence. Further, you will learn about the various theoretical and practical tools and frameworks used to gather and appraise marketing intelligence, develop and implement strategies, and evaluate and control performance metrics.
Marketing Intelligence and Planning is at the core of any organisation's marketing strategy. The ability of an organisation to gather and utilise meaningful market data and customer insights can be crucial in maintaining a sustainable competitive advantage, in today's increasingly dynamic marketing landscape. Deriving and developing successful marketing strategies from such intelligence requires a methodical approach to marketing planning and strategy formulation. This course therefore explores the theoretical and practical perspectives of marketing intelligence, planning and strategy. It will introduce you to a range of tools and frameworks used to analyse an organisation's portfolio, competitors, industry and environmental trends. Moreover, marketing intelligence and research methods will be considered, with respect to design, social listening, web analytics, segmentation, customer personas and experience mapping. You will examine a range of different companies, sectors, industries and international contexts, providing for a deeper and more nuanced understanding of marketing strategy. By the end of the course, you will have a strong and critical appreciation for the role of marketing intelligence in driving marketing decisions and strategies, and the implications for marketing management.
The course will cover the following topics:
- Introduction and Overview
- Strategic Planning
- Portfolio Analysis
- Trend Analysis
- Environmental Analysis
- Industry / Market Analysis
- Competitor Analysis
- Market Position Strategies
- Growth Strategies
- Marketing Intelligence / Research Methods
- Design Research
- Social Listening
- Web Analytics
- Consumer Segmentation
- Consumer Insights
- Customer Experience Mapping
- Marketing Performance Metrics
- Review and Revision
The course consists of two one-hour lectures per week for ten weeks, with eight accompanying tutorials. Independent reading and learning is an essential component in the course and students are expected to undertake the prescribed readings for each lecture and do the necessary study tasks for each tutorial, so that they are adequately prepared to engage in discussions.
Information for Visiting Students
|Pre-requisites||Visiting students must have at least 1 introductory level Business Studies course at grade B or above for entry to this course. We will only consider University/College level courses.
|High Demand Course?
Course Delivery Information
|Not being delivered|
On completion of this course, the student will be able to:
- Understand and apply strategic analysis tools and frameworks to real life marketing problems and cases (working individually and with others).
- Understand and critically discuss the marketing planning process and associated concepts.
- Understand marketing intelligence methods and applications.
|Readings will be taken from academic journals, case studies, organisation reports and websites, as well as marketing-related magazines and databases.|
Hooley, G., Piercy, N., Nicoulaud, B. and Rudd, J. (2017) Marketing Strategy & Competitive Positioning (6th Ed.) Pearson: UK.
|Graduate Attributes and Skills
Students will develop analytical skills such as:
- The ability to research and develop meaningful marketing and customer insights
- The ability to discuss and apply analytical frameworks to real life marketing problems and cases
- The ability to critically evaluate and select strategies relevant to marketing problems
Students will gain:
- The ability to conduct research independently and use knowledge and information effectively to derive meaningful marketing intelligence
- The ability to display commercial awareness within the more nuanced study of marketing intelligence and planning
- The ability to analyse and utilise problem-solving skills in real marketing problems
- The ability to work individually and as part of a team in the presentation of academic work but also in the discussion and debate of issues related to marketing intelligence, planning and strategy
- The ability to plan and organise time effectively
|Course organiser||Miss Mary Ho
Tel: (0131 6)50 8347
|Course secretary||Ms Chrysanthi Manidou
Tel: (0131 6) 50 3826