MA25 Marketing Plan

Module Name
Marketing Plan
Module Code
Rauf M.A.
Email address
Phase 1 related modules (MA) or equivalent
This course will guide you towards making a real marketing plan. You can develop it, as if you were the marketing manager in a (bigger) company, or as a starting entrepreneur. It’s as much about writing the plan (we will also use “tools” for that), as about: “how and why?”, and “what and where?” The 7 w-questions, which you should regularly ask yourself during the making-up process.
  • Define marketing planning as well as the internal and external influences, which affect the planning process.
  • Understand the different sub types of planning required and the importance of formal planning.
  • Describe and analyse the different stages in the marketing planning process.
  • Understand the need for evaluation and control of marketing plans and their implementation.
  • Apply the knowledge on strategic marketing problems.
  • Get insight into the strategic planning process and its implications to a company’s marketing actions.
  • Develop practical skills in writing a marketing plan.
  • Develop analytical skills as well as good and persuasive reasoning.
  • Describe and analyse the separate elements, which are incorporated in marketing mix strategy
  • Introduction to marketing planning.
  • Analysing the current situation.
  • Analysing customers and markets.
  • Planning segmentation, targeting and positioning.
  • Planning direction, objectives and strategy.
  • Planning for products and brands.
  • Planning for pricing.
  • Planning for channels and logistics.
  • Planning for integrated marketing communication.
  • Supporting the marketing mix.
  • Planning to measure performance.
  • Controlling marketing and implementation.
Instruction / Study Load

24  Lesson hours
8  Preparation Lesson hours
22 Assignments / Homework hours
20 Exam and exam preparation hours
38 Literature ( Depending on the length and difficulty of the book ) hours

The course uses 270 pages from the book where:

  • 270 pages easy reading and understanding material – 38 hours


  • Difficult reading and understanding material – 3 pages per hour
  • Average reading and understanding material – 5 pages per hour
  • Easy reading and understanding  material – 7 pages per hour

Total 112 Hours

IBA Final Qualification Mapping
Mapped with numbers 1, 4, 6, 1 and 18 See the EEG for further reference.
Teaching Language
Teaching Methods
  • Classroom lecturing
  • Case study discussions
  • Feedback and presentation sessions
  • Video and film
  • Discussion sessions
  • Research Papers
Module / Lecture and seminar status
Testing and assessment
Assignment / Report / Essay (2) See the EEG for further reference.
European Credits
Required literature
  • Essential guide to Marketing Planning – 2nd Edition, Marian Burk Wood, Financial Times/ Prentice Hall; ISBN-: 978-0273725763

You are advised to start directly (individually or in couples) – after class - setting up your marketing plan