Coventry University program

Marketing Management and Planning

A chance to learn how to apply marketing principles to existing businesses ventures, from SMEs to MNCs.

This program is part of the MSc Digital Marketing with Data Analytics degree offered by Coventry University

Apply knowledge and skills to international business environments and projects

This module will give you the opportunity to critically understand marketing strategies and the role of planning in terms of resources and capabilities within a marketing context. The module is designed to guide you through the significance of contemporary marketing strategies for organisations.

You will have the opportunity to become familiar with issues related to the marketing strategies of an organisation, the role that planning plays, and how to leverage the availability of customer data to ensure optimisation of the resources and capabilities available for competitiveness.


1 course

Delivered by expert academics

Please note that the staff described in the 'Who will you learn with?' section below may be subject to change.

  • Coventry University

Learning outcomes

On successful completion of this program, you should be able to:

  • Critically evaluate the importance of strategic marketing management and planning within a global marketing context, utilising strategic methodologies and a range of digital (online) and traditional (offline) marketing channels.

  • Strategically assess a given company’s marketing management and planning approach in order to ensure the creation and capture of customer value.

  • Appraise and debate the literature of marketing management from a diverse range of perspectives, incorporating examples of market positioning, performance objectives and success factors.

  • Communicate effectively through visual, verbal and written formats online as appropriate to the organisational context, whilst utilising digital marketing industry standard terminologies.

Want to know more?

Tell us more about you

Please answer the questions below to help Coventry University give you the right information about further learning with them.

What are you most interested in finding out more about?

By submitting this form you agree to FutureLearn processing and sharing the information you’ve given us here, along with your name and email address, with Coventry University; and to Coventry University and their representatives getting in touch with you.

By registering you agree to the Coventry University privacy policy and FutureLearn's privacy policy.