Course Objectives

On completion of this course students should:

• Evaluate the role of the marketing planning process in a range of marketing contexts
• Conduct a marketing audit that includes a detailed assessment of the external and internal marketing environment
• Develop a strategic, integrated marketing plan with appropriate appraisal and application of strategic marketing tools
• Evaluate segmentation approaches in a range of contexts
• Use the marketing mix to achieve marketing and corporate objectives
• Prepare a communications strategy that is feasible within the European market
• Recognise the importance of relationship marketing when developing strategies 

Course materials are listed below.  Please log in to view these items.

Course Comments

"I really enjoyed this course. The professor was knowledgeable and applied the lecture material to real life situations. We looked at established companies which was helpful. She conducted the class extremely well." Anon., Fall 2009

"Professor Bishop is a fantastic lady and teacher. Her energy was infectious. I expected to be overwhelmed with the pace of the short course and amount of material on the syllabus, but with Jacqui's guidance, it was never too much to handle." Ryan Reichel, Fall 2009

“Professor Bishop is a great professor. She clearly has an incredible grasp of marketing and explains the topics in an organized, and often interesting manner.” Adam Charbee, Spring 2008

“Jacqui’s class was a great experience for me and a good first look at marketing. I appreciated her willingness to speak to me outside of class and feel that this greatly enhanced my learning experience. Overall, a wonderful, well-organized course!” Danie Damm, Spring 2008

“Jacqui is one of the most knowledgeable people I have ever met. Her depth and grasp of information in the marketing field, combined with her presentational style allowed the class to learn an abundance of applicable information in a short period of time.”  Morgan Hale, Summer 2008

“Jacqui Bishop is a great professor. She’s patient with questions, challenges and involves the class and is never boring. I would definitely take another course with her.”  Elena Powell, Fall 2008

Faculty Information

Jacqueline Bishop Before developing her own consultancy business, Jacqui worked in banking, retailing, engineering and higher education. She has a successful track record of designing and delivering marketing and management training programmes across Europe, the USA and Asia. Jacqui also writes and lectures regularly on marketing and management. She is Chief Examiner of Post Graduate Leading Marketing (Chartered Institute of Marketing) and External Verifier for The Post Graduate Executive Diploma (Chartered Institute of Purchasing and Supply).

Course Syllabus and Materials

Hyperlinked readings:

Baron, N. (2010) "Pink pound loses its glow as more gay couples become parents", The Guardian, 25 April 2010.  Available at: http://www.guardian.co.uk/money/2010/apr/25/pink-pound-gay-couples-parents.

Arthur, C. (2010) "Twitter unveils 'prompted tweets' ad plan", The Guardian, 13 April 2010.  Available at: http://www.guardian.co.uk/technology/2010/apr/13/twitter-advertising-google.

Uploaded readings: 

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