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MKTG08038 2022 Strategic Marketing Management

General Details

Full Title
Strategic Marketing Management
Transcript Title
Strategic Marketing Mgnt
Code
MKTG08038
Attendance
N/A %
Subject Area
MKTG - 0414 Marketing & Advertising
Department
BUS - Business
Level
08 - Level 8
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Marie Moran, Aileen Brennan, Angela Bartlett
Programme Membership
SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BBMTS_K08 202200 Bachelor of Business (Honours) in Business with Marketing SG_BGENE_K08 202200 Bachelor of Business (Honours) in General Business SG_BBUSS_K08 202200 Bachelor of Business (Honours) in Business SG_BMARK_H08 202200 Bachelor of Business (Honours) in Marketing SG_BMARK_H08 202200 Bachelor of Business (Honours) in Marketing
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.

Learning Outcomes

On completion of this module the learner will/should be able to;

1.

Discuss the role of marketing to the organisation, including corporate social responsibility (CSR) equality, diversity & inclusion (EDI) and sustainability

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 for evidence based decision-making

4.

Evaluate the role of customer relationship , customer experience and segmentation in the marketing process

5.

Apply marketing theories, models and practices in real life scenarios

Teaching and Learning Strategies

Universal Design for Learning (UDL) is incorporated into the teaching and learning strategies. The teaching materials on the Moodle page are accessible in alternative formats including audio, HTLM, ePub. A combination of Lecturers, Tutorials, In-class discussion, Presentations, Peer teaching, Role play, Case studies and Online resources are used.

Module Assessment Strategies

Both formative and summative assessment strategies are used.

Formative (MCQ, group based class exercises, group based informal presentations)

Summative Final Exam 60% (Closed book exam)

Continuous Assessment 40% (may include one but not more than two of the following: Presentations, Role play, Case studies, Multiple choice questions, Short questions, Essays, Peer teaching, Open book exams, Group based projects. UDL principles are incorporated into assessment.  

 All learning outcomes are assessed once, but not more than twice. Rubrics and marking schemes are available prior to any continuous assessment.

 

Repeat Assessments

Reassessment of this module will consist of a repeat examination, and/or repeat coursework

Indicative Syllabus

The Importance of Marketing Management in an Organisation (LO 1, LO 5)

  • Overview of the fundamental marketing concepts
  • Marketing management philosophies
  • The role of marketing in today's business climate (CSR, EDI, Sustainability)
  • Contemporary Strategic Issues (globalisation, changing demographics, green marketing, consumer insights)

Developing Marketing Strategies and Plans (LO 2, LO 5)

  • 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, 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 to inform Decision-Making (LO 3, LO 5)

  • 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 (LO 4, LO 5)

  • Building customer value, satisfaction and loyalty (customer relationship management)
  • Delivering Customer Experience (CX) Excellence, Touch Points, Moment of Truth, CX framework
  • Analysing consumer markets:- models of consumer buyer behaviour, impacts of digitisation on the consumer journey
  • Analysing business markets

Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers (LO 4, LO 5)

  • Levels of market segmentation
  • Segmenting consumer markets and business markets
  • Target marketing
  • Positioning strategies

 

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Coursework Assessment Group Project 40 % Week 9 1,2,3,5
2 Multiple choice questions Formative Assessment 0 % OnGoing
3 Role play Formative Assessment 0 % OnGoing
4 Short questions Formative Assessment 0 % OnGoing

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 60 % End of Semester 1,2,3,4,5
             
             

Full Time Mode Workload


Type Location Description Hours Frequency Avg 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 Full Time Average Weekly Learner Contact Time 4.00 Hours

Online Learning Mode Workload


Type Location Description Hours Frequency Avg Workload
Lecture Online Lecture 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00
Total Online Learning Average Weekly Learner Contact Time 1.00 Hours

Required & Recommended Book List

Recommended Reading
2021-11-17 Marketing Management, Global Edition Pearson
ISBN 1292404817 ISBN-13 9781292404813

Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States. Forundergraduate and graduate courses in marketing management Thegold standard for today's marketing management student The world of marketing is changing every day -- and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in itsbreadth, depth, and relevance, the 16th Edition features astreamlined organization of the content, updated material, and new examplesthat reflect the very latest market developments. After reading this landmarktext, students will be armed with the knowledge and tools to succeed in the newmarket environment around them. MyLab Marketing is not included. Students, if PearsonMyLab Marketing is a recommended/mandatory component of the course, please askyour instructor for the correct ISBN. Pearson MyLab Marketing should only bepurchased when required by an instructor. Instructors, contact your Pearsonrepresentative for more information.

Recommended Reading
2019-07-03 Kotler: Marketing Management_p4
ISBN 1292248440 ISBN-13 9781292248448

The classic Marketing Management is an undisputed global best-seller - an encyclopedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance - the heart of the book - and adds: A structure designed specifically to fit the way the course is taught in Europe. Fresh European examples which make students feel at home. The inclusion of the work of prominent European academics. A focus on the digital challenges for marketers. An emphasis on the importance of creative thinking and its contribution to marketing practice. New in-depth case studies, each of which integrates one of the major parts in the book. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programmes.

Recommended Reading
2017-01 Principles of Marketing Pearson
ISBN 013449251X ISBN-13 9780134492513

For Principles of Marketing courses that require a comprehensive text. Help readers learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Also available with MyMarketingLab MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. Students, if interested in purchasing this title with MyMarketingLab, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information. If you would like to purchase both the physical text and MyMarketingLab, search for: 0134642317 / 9780134642314 Principles of Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package Package consists of: 013449251X / 9780134492513 Principles of Marketing 0134518284 / 9780134518282 MyMarketingLab with Pearson eText -- Access Card -- for Principles of Marketing "

Module Resources

Non ISBN Literary Resources

As per booklist

 

 

Updated Literary Resources
Journal Resources

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

URL Resources

Library Databases (Emerald, Infotrac, Science Direct)

Various websites such as www.quickmba.ie; www.netmba.com; www.esri.ie; www.rgdata.ie; www.bitc.ie; www.asai.ie, www.prii.ie, www.adworld.ie, www.bci.ie, www.onside.ie, www.directbrand.ie, www.salesinstitute.ie)

Moodle page

Other Resources

Various Case Studies and Reports.

Additional Information

None