Module Details

Module Code: MRKT9030
Title: Integrated Marketing Strategy
Long Title: Integrated Marketing Strategy & Planning
NFQ Level: Expert
Valid From: Semester 1 - 2022/23 ( September 2022 )
Duration: 2 Semesters
Credits: 10
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module will enable the learner to review the impact of digital marketing strategy within integrated marketing communications. Emphasis is placed on taking a strategic approach to combining digital and traditional channels and on building plans to target the consumer throughout their journey. The module gives students the opportunity to synthesise theory and practice in order to deliver an integrated marketing strategy.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically analyse the role of digital marketing in strategic integrated marketing planning and business strategy.
LO2 Analyse strategic options regarding digital and integrated marketing objectives.
LO3 Evaluate options to effectively reach the target consumer and develop appropriate action plans.
LO4 Assess the relationship between various online and offline media and their impact on digital marketing strategy.
LO5 Formulate and justify a comprehensive integrated marketing strategy for a given company.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Digital Marketing Analysis
Analysis of the strategies, tools and concepts used to develop a strategic response to target the digital consumer.
Digital and Integrated Marketing Objectives
Setting strategic digital and integrated marketing objectives including lead generation, client acquisition, branding and retention.
Mapping the Consumer
Mapping the needs of the consumer at different stages of their lifecycle to the most appropriate digital and traditional media channels.
Integrated Marketing Strategy
The application of integrated marketing strategy in organisations. Emerging trends and aligning integrated marketing strategy with business strategy.
Formulating the Integrated Marketing Plan
The relationship between online and offline media and their impact on digital marketing strategy. Integrated marketing planning, formulation and optimisation.
Performance Measurement and Management
Metrics and key performance indicators to measure the success of integrated marketing strategy.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 50
Timing Week 12 Learning Outcomes 1,2,3
Assessment Delivery Period 1
Assessment Description
Students will critically assesses the digital marketing strategy of a given business and recommend areas for improvement. Recommended word count 2,500.
Assessment Type Project % of Total Mark 40
Timing Week 13 Learning Outcomes 3,4,5
Assessment Delivery Period 2
Assessment Description
Students will work in groups to design a comprehensive integrated marketing strategy for a real-world company. Assessment is submitted as a presentation and a written report.
60% of the marks for this assessment are allocated to the presentation.
40% of the marks for this assessment are allocated to the report. Group report recommended word count 2,000.
Assessment Type Reflective Journal % of Total Mark 10
Timing Sem End Learning Outcomes 3,4,5
Assessment Delivery Period 2
Assessment Description
Reflective journal on group interaction and work. Part 1 of the reflective journal will be submitted mid-way through the group project and the final submission will be submitted at the end of semester. This will be assessed by peer assessment.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lectures Every Week 2.00 2
Independent Learning Non Contact Reading, case analysis Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lectures Every Week 1.50 1.5
Independent Learning Non Contact Reading, case analysis Every Week 5.50 5.5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Annmarie Hanlon. (2022), Digital Marketing: Strategic Planning & Integration, 2nd. Sage Publications Ltd, UK, [ISBN: 9781529742800].
  • Dave Chaffey and Fiona Ellis-Chadwick. (2019), Digital Marketing, 7th. Pearson (Intl), UK, [ISBN: 9781292241579].
Supplementary Book Resources
  • Rose Leahy, Pio Fenton and Holly Barry. (2022), Experiential Marketing Integrated Theory & Strategic Application, 1st. Sage Publications Ltd, [ISBN: 978152974218].
  • John Dawes. (2021), Marketing Planning & Strategy - A Practical Introduction, 1st. Sage Publications Ltd, UK, [ISBN: 9781529760132].
Recommended Article/Paper Resources
  • Manser Payne, E., Peltier, J.W. and Barger, V.A.. (2017), Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda, Journal of Research in Interactive Marketing, Vol. 11 No. 2, [ISSN: 2040-7122],
    https://doi.org/10.1108/JRIM-08-2016-009 1
Supplementary Article/Paper Resources
  • Fulgoni, Gian M. (2018), Are You Targeting Too Much? Effective Marketing Strategies for Brands, Journal of Advertising Research, 03/2018, Volume 58, Issue 1, [ISSN: 0021-8499].
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 1 Mandatory