Module Specifications.
Current Academic Year 2024 - 2025
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Date posted: September 2024 No Banner module data is available
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Coursework Only Case study report and marketing plan |
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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, and apply a sustainable marketing thought process to real-world business practices. 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 strategy theory and concepts and use knowledge to assess key marketing information and diagnose problems 2. Undertake market segmentation, target market profiling and construction of a sustainable, differentiated value proposition 3. Analyse potential solutions using qualitative and quantitative data 4. Evaluate potential strategic marketing opportunities for domestic and global markets 5. Recommend marketing strategies that align forces in the external environment with the core competencies of the firm. 6. Demonstrate group-work, presentation and listening skills | |||||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and Learning Activities
Nature of Strategic Market PlanningThe analytical prerequisities for planning - formal planning methods - creative and managerial aspects of planning.Analysing Market Opportunity and Assessing Company CapabilityCustomer analysis and segmentation. Competitor analysis. Analysing enviromental trends. Analysing market characteristics. Internal company self-assessment.Managing the Marketing MixProduct and brand management strategies. New product development. Pricing decisions. Marketing channel decisions. Marketing communications. Strategies for sustainable competitive advantage.Implementing the Marketing PlanMarketing Organisation. Marketing Control.Contemporary marketing issuesCorporate social responsibility Strategic marketing for non-profit organisations | |||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources 43069, Academic Journals, 0, Journal of Marketing, 43070, Academic Journals, 0, Journal of Marketing Management, 43071, Academic Journals, 0, Harvard Business Review, 43072, Academic Journals, 0, European Journal of Marketing, | |||||||||||||||||||||||||||||||||||||||||||
Updated Course Information and Material |