Module Details

Module Code: MRKT8018
Title: Marketing Strategy
Long Title: Marketing Strategy
NFQ Level: Advanced
Valid From: Semester 1 - 2017/18 ( September 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module aims to develop the students' ability to assess and formulate appropriate marketing strategies in a competitive and changing business environment and appropriately apply and implement those marketing strategies to achieve strategic goals.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Evaluate the environment and the use of strategic marketing approaches to achieve a superior customer and competitor focus.
LO2 Analyse the role of marketing management theories to compete effectively in the business environment.
LO3 Evaluate market research approaches and methodologies to be used for the development of effective marketing strategies.
LO4 Appraise the role of marketing practice in modern business and society.
LO5 Apply strategic marketing theories and practices to the marketing environment of product and service companies.
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
Environmental Analysis, Market Research, Customer and Competitor Focus
Examine the changing marketing environment and the role and methodology of market research. Assess and examine segmentation, targeting and positioning theory. Explore the changing consumer and the changing nature of competition in contemporary business.
Marketing Management Strategy Analysis
Product policy and management. Branding theories and management. Pricing objectives and strategies. Marketing channels and logistics. Promotion management. Marketing in a digital era. Online marketing strategy.
Strategic Implementation
Marketing planning. Marketing implementation and control. The role of marketing in contemporary business.
Marketing Strategy Formulation
Develop future marketing strategies through a target market evaluation and through the use of the marketing mix elements.
Module Content & Assessment
Assessment Breakdown%
Coursework50.00%
End of Module Formal Examination50.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 7 Learning Outcomes 1,2,3
Assessment Description
Students will be required to engage in a practical marketing project where their ability to apply theoretical knowledge in a practical setting will be evaluated.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,4,5
Assessment Description
End of semester final examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

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 Instruction Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Independent reading and learning Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class Based Instruction Every Week 1.50 1.5
Independent & Directed Learning (Non-contact) Non Contact Independent reading and learning 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
  • Kotler and Keller. (2015), Marketing Management with MyMarketingLab, Pearson, [ISBN: 0273755021].
  • Cravens, D. and Piercy, N.. (2013), Strategic Marketing, Mcgraw Hill Higher Education, [ISBN: 9780071326230].
  • John Mullins, Orville C. Walker, Jr. Harper W Boyd. (2012), Marketing Management: A Strategic Decision Making Approach, McGraw Hill Higher Education, p.560, [ISBN: 9780071267762].
Supplementary Book Resources
  • David A. Aaker, Damien McLoughlin. (2007), Strategic market management, Wiley, Hoboken, NJ, [ISBN: 9780470059869].
  • Harper W. Boyd... [et al.]. Marketing management, Boston, Mass. ; McGraw-Hill Irwin, c2002., [ISBN: 0072315237].
  • Carol H. Anderson, Julian W. Vincze. (2004), Strategic marketing management, Houghton Mifflin, Boston, [ISBN: 0618338071].
  • Douglas West, John Ford, and Essam Ibrahim. (2010), Strategic marketing, Oxford ; Oxford University Press, 2010., [ISBN: 9780199556601].
This module does not have any article/paper resources
Other Resources
  • Journal, Journal of Marketing Management.
  • Journal, European Journal of Marketing.
  • Journal, Journal of EuroMarketing.
  • Journal, Harvard Business Review.
  • Database, EBSCO.
  • Database, Emerald.
  • Journal, Journal of Strategic Marketing.
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 7 Mandatory