Registry

Module Specifications

Archived Version 2015 - 2016

Module Title	Marketing Strategies
Module Code	MG511
School	DCUBS
Online Module Resources
Module Co-ordinator	Ms Joanne Lynch	Office Number	Q130
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 with the core competencies of the firm.
7. demonstrate group-work, presentation and listening skills as they defend and adapt their marketing proposals following class discussion

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	10	Strategic marketing management framework
Seminars	14	Case study presentation and seminars
Group work	36	Weekly preparation for class
Assignment Completion	10	Group case study
Assignment Completion	30	Individual case study
Independent Study	25	Library 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 responsibility Strategic marketing for non-profit organisations

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown

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
Unavailable

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,

Programme or List of Programmes

MMK	MSc in Marketing
MSSM	MSc in Management (Strategy)
PBSSAO	PG Study Abroad(Business School)

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