MKTG09027 2023 Strategic Marketing

General Details

Full Title
Strategic Marketing
Transcript Title
Strategic Marketing
N/A %
Subject Area
MKTG - 0414 Marketing & Advertising
MKTS - Marketing, Tourism & Sport
09 - NFQ Level 9
10 - 10 Credits
Start Term
2023 - Full Academic Year 2023-24
End Term
9999 - The End of Time
Angela Bartlett, Suzanne Ryan, Catherine McGuinn
Programme Membership
SG_SMARK_S09 202300 Postgraduate Certificate in Marketing SG_SMARK_O09 202300 Postgraduate Diploma in Science in Marketing SG_SMARL_M09 202300 Master of Science in Marketing SG_SMARM_M09 202300 Master of Science in Marketing SG_SMARK_M09 202300 Master of Science in Marketing

This module enables the learner to acquire knowledge, and to develop skills and competencies in strategic marketing. The module explores contemporary issues with a focus on planning, organisational and relational aspects in marketing from an national and global perspective. Learners will evaluate the essential role that marketing plays in business success, and, its impact on commercial achievement. Contemporary theoretical development is merged with applied insight. The student will investigate the commercial perspectives that relate to strategic and global marketing practice.

Learning Outcomes

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


Apply strategic marketing planning skills in a variety of businesses.


Assess and critically analyse the effect of the external environment on a business.


Investigate the importance of consumer analysis and competitive analysis in developing business strategy.


Critically assess the role of the global marketing mix in a rapidly changing business landscape.


Evaluate the impact of strategic marketing on organisational effectiveness.


Interpret the strategic role of relationship marketing and management in marketing practice.

Teaching and Learning Strategies

There will be lectures combined with case studies and reading. Learners will be given the opportunity to discuss topics in class where theory and practice will be evaluated.


Module Assessment Strategies

For continuous assessment, it is planned that there will be a joint assessment between CSR and Sustainability in Marketing (MKTG09025) and

Strategic Marketing (MKTG09027).

The joint assessment will be worth 50% for each module. 


Types of assessment:

Examination, Essays, Case Studies, Marketing Plans

Repeat Assessments

As per assessment requirement



Indicative Syllabus

Strategic marketing planning (LO 1)

  • U.S.P. and differentiation
  • Strategic positioning
  • Marketing planning and plans
  • The strategic role of marketing
  • Writing a strategic marketing plan for a modern business

Environmental analysis (LO 2)

  • The political environment
  • The economic environment
  • The socio-cultural environment
  • The technological environment
  • The legal environment
  • The ecological environment
  • Developing an environmental analysis for a strategic marketing plan

Competitive and consumer analysis (LO 3)

  • Industry structure
  • Competitive behaviour
  • Consumer insight
  • Consumer trends
  • Incorporating competitive and consumer analysis in a strategic marketing plan

Global marketing mix (LO 4)

  • Price considerations in a globalised environment
  • Product challenges in a globalised environment
  • Distribution issues in a globalised environment
  • Integrated marketing communications factors, including traditional and digital channels

Organisational effectiveness (LO 5)

  • Leadership of the marketing function within the organisation
  • Marketing effectiveness, measurement, and management


Strategic relationship marketing (LO 6)

  • Customer value, customer service and customer experience
  • Customer lifetime value and life cycle
  • Internal marketing
  • Stakeholder relationship management




Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Strategic Marketing Plan/ Case Study Coursework Assessment Assessment 50 % Week 10 1,2,3,4,5,6

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 50 % Week 15 1,2,3,4,5,6

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Independent Learning Not Specified Independent Learning 6 Weekly 6.00
Lecture Lecture Theatre Lecture 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 2.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Online Online Lecture 2 Weekly 2.00
Total Online Learning Average Weekly Learner Contact Time 2.00 Hours

Required & Recommended Book List

Required Reading
2016-11-14 Managing Customer Experience and Relationships John Wiley & Sons
ISBN 9781119236252 ISBN-13 1119236258

Boost profits, margins, and customer loyalty with more effective CRM strategy Managing Customer Experience and Relationships, Third Edition positions the customer as central to long-term strategy, and provides essential guidance toward optimizing that relationship for the long haul. By gaining a deep understanding of this critical dynamic, you'll become better able to build and manage the customer base that drives revenue and generates higher margins. A practical framework for implementing the IDIC model merges theory, case studies, and strategic analysis to provide a ready blueprint for execution, and in-depth discussion of communication, metrics, analytics, and more allows you to optimize the relationship on both sides of the table. This new third edition includes updated examples, case studies, and references, alongside insightful contributions from global industry leaders to give you a well-rounded, broadly-applicable knowledge base and a more effective CRM strategy. Ancillary materials include a sample syllabus, PowerPoints, chapter questions, and a test bank, facilitating use in any classroom or training session. The increased reliance on customer relationship management has revealed a strong need for knowledgeable practitioners who can deploy effective initiatives. This book provides a robust foundation in CRM principles and practices, to help any business achieve higher customer satisfaction. Understand the fundamental principles of the customer relationship Implement the IDIC model to improve CRM ROI Identify essential metrics for CRM evaluation and optimization Increase customer loyalty to drive profits and boost margins Sustainable success comes from the customer. If your company is to meet performance and profitability goals, effective customer relationship management is the biggest weapon in your arsenalbut it must be used appropriately. Managing Customer Experience and Relationships, Third Edition provides the information, practical framework, and expert insight you need to implement winning CRM strategy.

Required 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.

Required 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 "

Required Reading
2020-01-09 Global Marketing Management John Wiley & Sons
ISBN 9781119563112 ISBN-13 1119563119

Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world. Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.

Required Reading
1920-01-14 Hollensen
ISBN 1292251808 ISBN-13 9781292251806

"Globalization is the growing interdependence of national economies - involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world"--

Required Reading
2019-09-16 Global Marketing Pearson
ISBN 1292304022 ISBN-13 9781292304021

For courses in global marketing. Familiarises students with global marketing and the global business environment Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.

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