Module Code: H8MS
Long Title Marketing Strategy
Title Marketing Strategy
Module Level: LEVEL 8
EQF Level: 6
EHEA Level: First Cycle
Credits: 10
Module Coordinator:  
Module Author: LAURA FALLON
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Identify the role & scope of marketing as an ideology & organisational function, its interrelationships with other organisational functions and its role within modern institutions.
LO2 Evaluate current marketing texts and literature and demonstrate an appreciation for the appropriate context for applying this knowledge in terms of class presentations and case studies and/or industry briefs/projects.
LO3 Investigate the internal and external factors that affect strategic marketing decisions via live contemporary cases/projects.
LO4 Analyse and evaluate case study material/live briefs to support marketing decision-making, as well as assess the applicability of key marketing concepts and techniques to particular marketing issues and challenges.
LO5 Formulate, design and implement relevant programmes of investigation in response to marketing problems, which may involve working in a consultative capacity to industry personnel with live projects/marketing issues.
LO6 Evaluate the role of brands, innovation, integrated marketing communications, pricing, relationships and services in creating value for customers.
LO7 Evaluate the influence of marketing actions on social processes and individual actors – including consideration of sustainability.
LO8 Rationalise and defend their ideas in relation to strategic marketing decisions in both Business to Business (B2B) and Business to Consumer (B2C) contexts
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
19503 H6FM Fundamentals of Marketing
19551 H7IMC Integrated Marketing Communications
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

Module Content & Assessment

Indicative Content
Understanding Marketing Management
• Understanding the Tenets of Marketing Management • Marketing Orientation & Competitive Advantage • Resourced Based View of Marketing
Strategic Marketing Planning
• Business Missions • The Marketing Strategy Process • Designing Core Strategy & Competitive Positioning
The Marketing Environment
• Framework for Macro Environment Analysis • Frameworks for Micro Environment Analysis • Industry Evolution & Forecasting • Customer & Competitor Analysis
Market Research Process
• Dimensions of Competitor Analysis • Competitive Benchmarking
Segmentational, Targeting & Positioning Principles
• Principles of Market Segmentation & Competitor Positioning • Determining Target Market Attractiveness • Devising & Implementing Targeting Strategies • Approaches for Competitive Positioning • Creating Sustainable Competitive Advantage • Generic Routes to Competitive Advantage • Defensive & Offensive Competitive Strategies • Challenges for Maintaining Competitive Advantage
Competitive Advantage & the Marketing Mix
• The Innovation & the Product Development Process • Pricing Strategies • Promotional Strategies • Distribution Strategies • The Extended Marketing Mix
Competing Through Superior Customer Service
• Relationship Marketing • Providing Superior Customer Service • Strategic Customer Management • Networks, Alliances & Strategic Collaboration
Assessment Breakdown%
Coursework100.00%

Assessments

Full Time

Coursework
Assessment Type: Formative Assessment % of total: 0
Assessment Date: n/a Outcome addressed: 1,3,4,5,6,7,8
Non-Marked: No
Assessment Description:
Formative assessment will be provided to students through the use of on-line quizzes and short answer questions. In addition in class problems and discussions will provide an opportunity for formative learning and student feedback to be provided. Provision of individual feedback will be provided individually outside of lecture time or on line through Moodle.
Assessment Type: Continuous Assessment (0200) % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,5,6,7,8
Non-Marked: No
Assessment Description:
Learners will have to analyse, prepare and/or present a series of contemporary marketing case studies over the course of the module. Each case study will address particular marketing issues pertaining to key topics addressed in class.
Assessment Type: Project % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,5,6,7,8
Non-Marked: No
Assessment Description:
Class groups will be presented with an real industry issue/marketing problem and will have to employ the full gamut of marketing knowledge and apply a wide range of marketing models and constructs to propose a solution to same.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 1 Every Week 1.00
Practical No Description 3 Every Week 3.00
Independent Learning No Description 17 Per 15 week block 1.13
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • Philip Kotler. Marketing Management, FT Press, [ISBN: 0273718568].
  • John A. Murray and Aidan O'Driscoll. (1999), Managing marketing, Gill & Macmillan, Dublin, [ISBN: 0717126722].
Supplementary Book Resources
  • Frances Brassington, Stephen Pettitt. (2006), Principles of marketing, Financial Times Prentice Hall, Harlow, [ISBN: 0273695592].
  • Peter Doyle and Philip Stern. Marketing management and strategy, Harlow, England ; Financial Times Prentice Hall, 2006., [ISBN: 0273693980].
  • Joseph Heath. The Rebel Sell, Wiley John + Sons, [ISBN: 1841126551].
  • Graham Hooley. Marketing Strategy and Competitive Positioning, Ft Prenticehall, [ISBN: 0273740938].
  • Klein N.. NO LOGO, PAIDOS, [ISBN: 000734077X].
  • Philip Kotler... [et al.]. (2005), Principles of marketing, Financial Times Prentice Hall, Harlow, [ISBN: 0273684566].
  • Malcolm McDonald. (2007), Marketing plans, Butterworth-Heinemann, Oxford, [ISBN: 0750683864].
  • John Mullins, Orville C. Walker, Jr. Harper W Boyd. Marketing Management, McGraw Hill Higher Education, [ISBN: 007126776X].
  • Al Ries and Jack Trout; with a new preface by Jack Trout. (2001), Positioning, McGraw-Hill, New York, [ISBN: 0071373586].
  • Walker, R. (2008), I’m With the Brand: The Secret Dialogue Between What We Buy and Who We Are, Constable Publishing.
This module does not have any article/paper resources
Other Resources
Discussion Note: