MKT30060 Building Effective Marketing Plans

Academic Year 2022/2023

This module aims to give the enrolled bachelor students an introduction to key marketing principles and concepts to enable them to create efficient marketing plans for their future organizations or personal endeavors. Over the course of the module, students will learn about various aspects of marketing that are necessary for ideating and executing important strategies in the marketplace. Students will learn about the marketing driven approach, which builds on understanding one’s environment and one’s customers efficiently to create and communicate value for customers, in a manner that maximizes positive outcomes for not just the customers, but also for the company (profits) and society in general. This module will give the students an overview of theory and practice of marketing with a strategic perspective, so that students can confidently build effective marketing plans by the conclusion of this module.

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Curricular information is subject to change

Learning Outcomes:

• Understand various key concepts and principles of marketing necessary to make strategic decisions in the marketplace.
• Understand and analyze one’s marketplace environment, to take effective decisions that can address various marketing problems that may present themselves. This includes understanding one’s own company, various competitors and environmental factors involved, as well as prospective customers, using various theoretical paradigms and considerations.
• Understand and appreciate various aspects of customers’ buying behavior in shaping their purchases.
• Understand the key concepts of Segmentation, Targeting and Positioning that are required to develop an effective marketing plan.
• Understand the components of the Marketing Mix. Students should be able to describe the 4Ps- Product, Price, Place and Promotion related decisions in the context of their marketing strategy.
• At the end of the module, students should be able to utilize their learning from the module to independently (in the context of a group of students) attempt building comprehensive marketing plans for any organization/entity of their choice

Student Effort Hours: 
Student Effort Type Hours
Specified Learning Activities


Autonomous Student Learning






Approaches to Teaching and Learning:
The module consists of weekly lectures spanning 2 hours. Each session will be a mixture of lecture delivery, in-class discussion tasks and exercises including student-led presentations and discussions. The onus will be on an interactive mode of discussion that enables maximum student participation and combined learning. Students are expected to actively participate in the class by pitching in with examples, questions and discussions etc.

The first three-quarters of each session will be lecture focused (with possible in-class discussion tasks and exercises) and the last quarter will be for student group-led presentation and discussion components. (More details and schedule can be found in the Course/Module Outline that will be shared on Brightspace).

At the end of the module (in the last two weeks), students (in groups) are expected to utilize their learning from the module lectures to make their own comprehensive marketing plan for an organization/entity and present it to the entire class. In addition to these final presentations, all groups are also expected to submit a written report on their marketing plan. The coursework also includes two individual assignments/report submissions in the latter half of the course. More details about the submissions and assessment components can be found in the Course/Module Outline document.

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Presentation: Student Group-led Presentations (Group)
-10 min Presentations by Student Groups based on assigned question/theme (Refer to Module Outline for Schedule)
Throughout the Trimester n/a Graded No


Presentation: Student Group-led Discussion (Group)
- Lead 05 min Discussion Based on the Presenting Group's Presentation (See Module Outline for Details and Schedule)
Throughout the Trimester n/a Graded No


Assignment: Individual Assignment 1: 'STP Exercise Paper'
- Submit a Paper on an Exercise on the Topic of 'STP'. (Refer to Module Outline for Details)
Week 8 n/a Graded No


Continuous Assessment: Peer-Assessment (Individual)
- Score Assigned to Each Member of a Group by Group mates (See Module Outline for Details)
Throughout the Trimester n/a Graded No


Group Project: Marketing Plan Report (Group)
- Submit a Written Report of the Marketing Plan (Details can be found in the Module Outline)
Week 11 n/a Graded No


Assignment: Individual Assignment 2: 'Promotions Exercise Paper'
- Submit a Paper on an Exercise on the Topic of 'Promotions'. (See Module Outline for Details)
Week 12 n/a Graded No


Group Project: Marketing Plan Presentation (Group)
- Present Marketing Plan (In Week 11 and Week 12: See Module Outline for Specific Details of the Assessment and Schedule)
Week 11 n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Feedback will be given in class as a general overview of the presentations, the discussions and the assignments/reports submitted. Wherever in-class feedback is not possible, effort will be made to give a general feedback on assessment components to the class as a whole, or specifically to relevant groups/recipients if required. This will be done either through brightspace or via email if required upon the discretion of the instructor.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Lecture Offering 2 Week(s) - 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12 Mon 09:00 - 10:50