Module Code: H8MS2
Long Title Marketing Strategy
Title Marketing Strategy
Module Level: LEVEL 8
EQF Level: 6
EHEA Level: First Cycle
Credits: 10
Module Coordinator: MICHAEL BANE
Module Author: Andrea Del Campo Dugova
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 and understand key strategic variables in marketing and develop the ability to critically appraise theoretical concepts.
LO2 Demonstrate proficiency in developing strategic marketing programs and evaluation of the risks and challenges inherent in such programs.
LO3 Evaluate academic and industry based strategic frameworks and make appropriate judgements as to their impact on buyer behaviour.
LO4 Formulate, design and implement segmentation, targeting and positioning strategies in live/real life case and assessment-based scenarios.
LO5 Evaluate the interplay of strategic marketing and tactical marketing as related to the marketing mix, IMC campaigns and customer service.
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).

No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  

Module Content & Assessment

Indicative Content
Introduction to Marketing Strategy
• Revisiting marketing and the marketing mix • Marketing strategy definitions • Marketing strategy and marketing mix variables • The evolution of the marketing concept
Applied Marketing Strategy
• Developing strategic marketing program • International considerations in marketing management • Strategic risk assessment • Promotional considerations .
Understanding Market Opportunities
• Defining markets and industries • Key frameworks and theories • Blue ocean strategy • Assessing buyer behaviour
Attractive Markets
• Segmenting attractive markets • Value proposition canvas • Strategic targeting • Differentiation and brand positioning
Shaping the Market Offering
• Offer psychology fundamentals • Setting the product strategy • Design Thinking • Setting the pricing and distribution strategy • Revisiting IMC • Strategic Customer Service
Assessment Breakdown%


Full Time

Assessment Type: CA 1 % of total: 70
Assessment Date: n/a Outcome addressed: 1,2,4,5
Non-Marked: No
Assessment Description:
The continuous assessment requires learners to conceptualise a strategic marketing plan for an ecommerce idea of their choice. The strategic marketing plan will underpin the ‘real world’ work done in the Capstone module (the following semester). Learners will be required to go through an ideation process, branding process and strategic assessment process and then deliver a report that assesses their product concept, brand concept, market analysis and industry analysis. Marks are awarded for structure, evidence of self-directed research, critical abilities, application and use of statistics from reputable sources. The learners will then ‘pitch’ their strategic plan to a panel of NCI lectures.
Assessment Type: CA 2 % of total: 30
Assessment Date: n/a Outcome addressed: 3,5
Non-Marked: No
Assessment Description:
The second part of the assessment strategy requires learners to analyse and assess a case study provided to the class by the lecturer. The leaners will be presented with three questions to assess the case study under, and the lecturer will provide guidance and structure in class and also provide sample of best practice.
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.
Reassessment Description
Learners are required to achieve an overall grade of 40% in the module. If a student fails to meet a particular discrete learning outcome, they will be required to repeat the assessment component which contains that particular learning outcome. This module is reassessed solely based on 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 Classroom and demonstrations 36 Per Semester 3.00
Practical Mentoring and small-group tutoring 12 Per Semester 1.00
Independent Learning Directed e-learning 202 Per Semester 16.83
Total Weekly Contact Hours 4.00

Module Resources

Recommended Book Resources
  • Kotler, P., and Keller, K.L.. (2019), Marketing Management 15th edition, Prentice Hall., 4th Ed. Pearson.
Supplementary Book Resources
  • Hooley G, et al.,. (2017), Marketing Strategy and Competitive Positioning, 6th Ed. Pearson.
  • Kingsnorth S.,. (2022), Digital Marketing Strategy – An Integrated Approach to Online marketing, Kogan Page.
  • Mauborgne R. and Chan W.K.,. (2020), Blue Ocean Shift: Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth,, 1st Ed. MacMillan.
  • Selected academic articles should be distributed by the Lecturer via Moodle or WARC on the NCI library portal (or relevant repository)..
This module does not have any article/paper resources
Other Resources
Discussion Note: