Marketing Planning and Promotion

Programme Executive MBA

Learning outcomes to On completion of the module students should be able to:

be examined in this 1. Demonstration of an understanding of the theoretical

assessment basis and principles of marketing planning.

2. Application of the principles of marketing planning
to the circumstances of particular organisations.

3. Analysis of the theoretical and practical factors
underlying relations with customers and methods of
improving customer communications.

4. Analyse the nature of promotion policy and the ways
in which the various constituents of the policy can be
organised to interact to maximise effectiveness.