Undergraduate Course: Marketing Intelligence and Planning (BUST08041)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 8 (Year 2 Undergraduate) |
Availability | Available to all students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | Marketing 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.
Outline Content
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.
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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? |
Yes |
Course Delivery Information
|
| Academic year 2024/25, Available to all students (SV1)
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Quota: 120 |
| 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
0 %,
Coursework
100 %,
Practical Exam
0 %
|
| Additional Information (Assessment) |
60% Report (Individual) - 2,000 words - Assesses course Learning Outcomes 2, 3
40% Report (Group) including 20% peer review - 2,00 words - Assesses all course Learning Outcomes |
| Feedback |
Formative: Feedback will be provided throughout the course.
Summative: Feedback will be provided on assessments within agreed deadlines. |
| 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:
- Understand and apply strategic analysis tools and frameworks to real life marketing problems and industry contexts (working individually and with others).
- Demonstrate awareness and critical evaluation of current trends and developments in marketing intelligence, strategy and planning.
- Discuss key organisational processes, techniques and implications related to marketing intelligence, strategy and planning.
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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 |
Communication, ICT, and Numeracy Skills
After completing this course, students should be able to:
Critically evaluate and present digital and other sources, research methods, data and information; discern their limitations, accuracy, validity, reliability and suitability; and apply responsibly in a wide variety of organisational contexts.
Knowledge and Understanding
After completing this course, students should be able to:
Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary
and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.
Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.
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| Keywords | Marketing,Marketing Intelligence,Strategy,Marketing Planning,Analytics |
Contacts
| Course organiser | Miss Mary Ho
Tel: (0131 6)50 8347
Email: mary.ho@ed.ac.uk |
Course secretary | Mr Ewan Henderson
Tel:
Email: ehende2@ed.ac.uk |
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