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Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title Marketing Strategies
Module Code MG511
School DCUBS
Online Module Resources

NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Description
The overall aim of this course is to develop students' ability to think strategically about marketing challenges and potential solutions. This is a case-based module that will help to develop skills in analysis, creativity, and communications as well as providing practice in the application of marketing concepts, techniques and principles. Students will develop decision-making capabilities in the various functional policy areas of marketing, including product, price, promotion and distribution strategy. Students are expected to research appropriate theoretical material to help in the analysis of business situations and to justify strategic and tactical marketing decisions. The course will be delivered using a combination of lectures, case presentations, peer evaluation and discussion seminars.

Learning Outcomes
1. Review strategic marketing management theory and concepts
2. Assess key marketing information and diagnose problems accurately
3. Undertake market segmentation, target market profiling and construction of a differentiated value proposition
4. Analyse potential solutions using qualitative and quantitative data
5. Evaluate potential strategic marketing opportunities
6. Recommend marketing strategies that align forces in the external environment withthe core competencies of the firm.
7. Demonstrate group-work, presentation and listening skills as they defend and adapt their marketing proposals following class discussion



Workload Full-time hours per semester
Type Hours Description
Lecture10Strategic marketing management framework
Seminars14Case study presentation and seminars
Group work36Weekly preparation for class
Assignment10Group case study
Assignment30Individual case study
Independent learning time25Library and research
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities
Nature of Strategic Market Planning.
The analytical prerequisities for planning - formal planning methods - creative and managerial aspects of planning..

Analysing Market Opportunity and Assessing Company Capability.
Customer analysis and segmentation. Competitor analysis. Analysing enviromental trends. Analysing market characteristics. Internal company self-assessment..

Strategic Market Planning Techniques.
Growth-Share Portfolio Model. Market attractiveness and business position assessment. The PIMS project. The Product-Market Growth Model. Industry Structure Models..

Managing the Marketing Mix.
Product life cycle strategy. New product development. Pricing decisions. Marketing channel decisions. Marketing communications. E-marketing..

Implementing the Marketing Plan.
Marketing Organisation. Marketing Control..

Contemporary marketing issues.
Corporate social responsibilityStrategic marketing for non-profit organisations.

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
PresentationMarketing plan case study presentation20%n/a
Performance evaluationBoard of Directors10%n/a
Report (s) (written / oral)Weekly case submissions10%n/a
Report (s) (written / oral)Individual case study60%Sem 1 End
Reassessment Requirement
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 1
Indicative Reading List
  • Doyle and Stern: 2006, Marketing Management and Strategy, 4th Edition, FT Prentice Hall,
  • West Ford and Ibrahim: 2007, Strategic Marketing, Oxford,
  • Ranchhod and Gurau: 2007, Marketing strategies, a contemporary approach, FT Prentice Hall,
  • Drummond, Ensor and Ashford: 2008, Strategic Marketing, Planning and Control, Third edition, Butterworth-Heinemann,
  • Piercy: 2009, Market-led strategic change, Fourth edition, Butterworth-Heinemann,
Other Resources
38, Academic Journals, 0, Journal of Marketing, 39, Academic Journals, 0, Journal of Marketing Management, 40, Academic Journals, 0, Harvard Business Review, 41, Academic Journals, 0, European Journal of Marketing, 42, Academic Journals, 0, Industrial Marketing Management,
Array
Programme or List of Programmes
MMKMSc in Marketing
Timetable this semester: Timetable for MG511
Date of Last Revision21-SEP-11
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