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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Strategic Thinking & Marketing Strategies
Module Code MG5007
School DCUBS
Module Co-ordinatorSemester 1: Sara Kennedy
Semester 2: Sara Kennedy
Autumn: Sara Kennedy
Module TeachersDavid Kenny
Sara Kennedy
NFQ level 9 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

The main objective of this module is to help develop the student’s capacity to think strategically across a range of business and marketing contexts and to better understand the organisational and leadership challenges and complex issues involved in the process of managing strategically. Content of this module is delivered through lectures with an emphasis on digitally-focused case studies and in class presentations. Students are expected to attend lectures, engage in class discussions, and to complete various individual and group assignments. Each week a set of recommended readings accompanies each topic covered in the module.

Learning Outcomes

1. Synthesise theory and practice to assess the efficacy of strategic models and frameworks in specific contexts.
2. Integrate specialist knowledge, theory and practice into a strategic and dynamic overview of the organisation in its environmental context.
3. Critically evaluate strategic options and apply the strategic process to a range of organisations and industries.
4. Develop and defend coherent and persuasive arguments for the adoption of innovative strategies for a range of business and organisational situations.
5. Review critically the theoretical & empirical marketing strategy and performance literature.
6. Assess key marketing information and diagnose problems accurately.
7. Demonstrate an ability to monitor and evaluate marketing strategies and performance.
8. Evaluate potential marketing strategies that align forces in the external environment with the core competencies of the firm.
9. Demonstrate research, work management, presentation, and collaboration skills.

Workload Full-time hours per semester
Type Hours Description
Lecture44No Description
Assignment Completion80No Description
Group work40No Description
Independent Study86No Description
Total Workload: 250

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

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
AssignmentThroughout Semester 1, students will attend class lectures and associated activities, as well as complete readings, class discussions, simulations, and exercises. These activities will expose students to various concepts and themes on strategic thinking and business strategy. Students are required to submit a mini reflection journal the next day of the class (or recorded seminar). At the end of the semester, they are required to complete a learning diary and reflection (full journal) for any four activities.25%As required
Group project Students will be assigned to groups who will collaborate to conceive, research and prepare a report for the introduction of MyHealth mobile app pilot project for the St. James's Hospital that supports public health support services for the patients. The proposed project must promote, support, or otherwise advance at least one of the seven pillars of digital maturity. Projects that cut across multiple pillars are welcome.25%n/a
Group presentationEach student will be allocated to a group and each group will be assigned a Marketing or Business Strategy case study, for which they will prepare a 30 minute presentation of their analysis. This presentation will be delivered on the scheduled date for that case study. The group will face questioning from the lecturer. Presentations should be submitted electronically by 1700 on the day before the lecture. A hard copy should be presented to the lecturer at the beginning of the class. The lecturer retains the right and discretion to deduct marks from individual students where group members provide evidence that the student has not contributed adequately to the assignment or it is apparent duri50%n/a
Reassessment Requirement Type
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

  • David A. Aaker, Christine Moorman / Wiley: 2017, Strategic Market Management, 11th,
Other Resources

Programme or List of Programmes
GDDMGraduate Diploma in Digital Marketing
MSDMMSc in Digital Marketing

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