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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Marketing Intelligence and Planning (BUST08041)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 8 (Year 2 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryMarketing Intelligence and Planning builds upon theories and concepts in marketing (introduced in the first-year business 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, students 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.
Course description 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 students 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 social listening, digital analytics, segmentation, customer personas and experience mapping. Students 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, students 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 topics such as:
- Introduction and Overview
- Strategic Planning
- Portfolio / Trend / Environmental Analysis
- Industry / Market / Competitor Analysis
- Market Position / Growth Strategies
- Marketing Intelligence / Research Methods
- Consumer Segmentation and Insights
- Data, Analytics and Metrics
- Review and Revision

Student Learning Experience

The course will be delivered via interactive lectures and 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.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Global Challenges for Business (BUST08035) AND The Business of Edinburgh (BUST08036)
Prohibited Combinations Other requirements None
Information for Visiting Students
Pre-requisitesVisiting 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? Yes
Course Delivery Information
Academic year 2023/24, Available to all students (SV1) Quota:  140
Course Start Semester 2
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 176 )
Assessment (Further Info) Written Exam 60 %, Coursework 40 %, Practical Exam 0 %
Additional Information (Assessment) Coursework 40% (group) - Group Report - (group report incl. 20% peer moderation) - Assesses all Learning Outcomes
Exam 60% (individual) - Assesses all Learning Outcomes
Feedback Formative: - Feedback will be provided through class discussion and lecture sessions on assessment

Summative: - Feedback for the assessment and grade will be provided

Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S2 (April/May)1:30
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and apply strategic analysis tools and frameworks to real life marketing problems and cases (working individually and with others).
  2. Understand and critically discuss the marketing planning process and associated concepts.
  3. Understand marketing intelligence methods and applications.
Reading List
There will be a resource list comprising of academic journal articles, case studies, organisation and industry reports, as well as marketing and practitioner-related magazines.
Additional Information
Graduate Attributes and Skills Cognitive 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

Subject-Specific Skills
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
KeywordsMarketing,Marketing Intelligence,Strategy,Marketing Planning,Analytics
Course organiserMiss Mary Ho
Tel: (0131 6)50 8347
Course secretaryMr Ewan Henderson
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