This course help students to understand the role of marketing planning in the entrepreneurial/corporate/business ecosystem while staying in tune with the strategic management mandate. The understanding is instrumental in guiding students to approach the marketing discipline with a holistic perspective. Students shall learn to appreciate the different dimensions of marketing planning and its application in professional practice of constructing actionable business plans. 

The course foci of marketing planning are: (1) Analysis of market information to uncover trends, insights, and opportunities; (2) Development of business, marketing strategy, brand and marketing mix; (3) Operationalization of the strategies and transform them into actionable go-to market programmes and tactics. The unifying framework for these activities is the foundation of a solid marketing plan. 

Lectures will cover course materials related to marketing planning concepts. Active participation from students is expected on case discussions and presentations. The key feature of the course is the dynamic and iterative exercise involving the development of an actual marketing plan according to the entrepreneurial interests/choices of the students. The interest can be related to consumer product, industrial product, service, or even not-for-profit.