Full Title Strategic Marketing Management

Short Title Strategic Marketing Mgnt

Code MKTG08038
Level 08
Credit 05

Author Bartlett, Angela
Department Business

Subject Area Marketing
Attendence N/A%
Fee

Description
This module provides skills in analytical comprehension of marketing management theory and critical skills in evaluating, formulating and interpreting marketing policy. It develops the critical evaluation skills of students in the application of marketing strategies to real life situations. The importance of gathering marketing intelligence will allow the student to explore the process of marketing decision making, and, the use of case studies, lecturers, presentations, role play and discussion will enable the student to apply marketing theory to a wide range of problems.

Indicative Syllabus
The Importance of Marketing Management in an Organisation
  • Overview of the fundamental marketing concepts
  • Marketing management philosophies
  • The role of marketing in today's business climate
  • Contemporary Strategic Issues (globalisation, changing demographics, green marketing, consumer insights)


Developing Marketing Strategies and Plans
  • Marketing and customer value (Value delivery process, Porter's value chain, Core competencies)
  • Corporate and Division Strategic Planning (defining the mission, establishing SBU's, assigning resources to SBU's using tools like BCG, GE model, etc, and assessing growth opportunities using the strategic planning gap analysis, Ansoff's product expansion)
  • Business unit strategic planning (7 steps, including SWOT, Porter's Generic Strategies, strategic alliances, McKinsey's 7S's)
  • Product planning (marketing plan)


Strategic Marketing Intelligence
  • Gathering information and scanning the environment (marketing information system, analysing the macro environment)
  • Conducting marketing research (marketing research process)
  • Marketing metrics (measuring marketing productivity)


Creating Customer Value, Satisfaction and Loyalty
  • Building customer value, satisfaction and loyalty (customer relationship management)
  • Analysing consumer markets
  • Analysing business markets


Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers
  • Levels of market segmentation
  • Segmenting consumer markets and business markets
  • Target marketing
  • Positioning strategies



Learning Outcomes
On completion of this module the learner will/should be able to
  1. Discuss the role of marketing to the organisation

  2. Illustrate how effective marketing strategies and plans can be developed in a dynamic marketplace

  3. Critically evaluate the importance of gathering and interpreting marketing intelligence

  4. Evaluate the role of customer relationships and segmentation in the marketing process

  5. Show critical, analytical and diagnostic skills within the overall marketing framework

  6. Apply marketing theories, models and practices in real life scenarios


Assessment Strategies
Final exam 60%
Continuous Assessment 40% (may include one or more of the following: Presentations, Projects, Role play, Case studies, Multiple choice questions, Short questions, Essays, Open book exams)

Module Dependencies
Pre Requisite Modules
Co Requisite Modules
None
Incompatible Modules
None

Coursework Assessment Breakdown %
Course Work / Continuous Assessment 40 %
End of Semester / Year Formal Examination 60 %

Coursework Assessment Breakdown

Description Outcome Assessed % of Total Assessment Week
Continuous Assessment 1,2,3,4,5,6 40 OnGoing
Multiple choice questions - OnGoing
Role play - OnGoing
Short questions - OnGoing


End Exam Assessment Breakdown

Description Outcome Assessed % of Total Assessment Week
Final Exam 1,2,3,4,5,6 60 End of Term


Distance Learning Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Part Time Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload
Lecture Flat Classroom Lecture 2 Weekly 2.00

Total Average Weekly Learner Workload 2.00 Hours

Full Time Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload
Lecture Not Specified lecture 3 Weekly 3.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Independent Learning UNKNOWN Self Study 3 Weekly 3.00

Total Average Weekly Learner Workload 4.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload
Lecture Online Lecture 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00

Total Average Weekly Learner Workload 1.00 Hours

Resources
Book Resources



Other Resources
Library Databases (Emerald, Infotrac, Science Direct)

Various Journals (Harvard Business Review, Irish Marketing Journal, McKinsey Quarterly, Journal of Marketing, Sloane Management Review, European Journal of Marketing, Irish Marketing Review)

Various magazines (Marketing Age, Business Week)

Various websites ( www.quickmba.ie , www.netmba.com , www.asai.ie , www.prii.ie , www.adworld.ie , www.bci.ie , www.onside.ie , www.directbrand.ie , www.salesinstitute.ie )

Various Case Studies and Reports.
Url Resources
HTTP://LIBRARY.ITSLIGO.IE/

Library Databases (Emerald, Infotrac, Science Direct

Various Journals (Harvard Business Review, Irish Marketing Journal, McKinsey Quarterly, Journal of Marketing, Sloan Management Review, European Journal of Marketing, Irish Marketing Review)

Various magazines (Marketing Age, Business Week)

Various websiteswww.quickmba.ie; www.netmba.com"
Additional Info

ISBN BookList

Book Cover Book Details
Philip T. Kotler 2011 Marketing Management (14th Edition) Prentice Hall
ISBN-10 0132102927 ISBN-13 9780132102926
Philip T. Kotler 2015 Principles of Marketing (16th Edition) Prentice Hall
ISBN-10 0133795020 ISBN-13 9780133795028