Module: Marketing Strategies

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Marketing Strategies
Module Code	MAD1021 (ITS: MG511)
Faculty	DCU Business School	School	DCU Business School
NFQ level	9	Credit Rating	5

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

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	22	Marketing strategies
Seminars	8	Case study seminars
Group work	35	Weekly preparation for class
Independent Study	60	Library and research
Total Workload: 125

Section Breakdown
CRN	20677	Part of Term	Semester 2
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Joanne Lynch	Module Teacher	Pamela Barry

Type	Description	% of total	Assessment Date
Assessment Breakdown
Presentation	Case analyses and reflections	50%	As required
Report(s)	Case analysis and marketing plan report	50%	Sem 1 End

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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.

Managing the Marketing Mix
Product and brand management strategies. New product development. Pricing decisions. Marketing channel decisions. Marketing communications. Strategies for sustainable competitive advantage.

Implementing the Marketing Plan
Marketing Organisation. Marketing Control.

Contemporary marketing issues
Corporate social responsibility Strategic marketing for non-profit organisations

Indicative Reading List

Books:

Nigel Piercy,Graham Hooley,Brigitte Nicoulaud,John Rudd,Nick Lee: 2020, Marketing Strategy and Competitive Positioning PDF EBook, Pearson UK, 594, 1292276576
West, D., Ford, J., and and E. Ibrahim: 2015, Strategic Marketing, 3rd, Oxford,
Piercy, N.: 2015, Market-led strategic change, Fifth edition, Routledge,

Articles:
None

Other Resources

1: Academic Journals, Journal of Marketing,
415493: 1, Academic Journals, Journal of Marketing Management,
415494: 1, Academic Journals, Harvard Business Review,
415495: 1, Academic Journals, European Journal of Marketing,

Updated Course Information and Material