MKTG08038 2016 Strategic Marketing Management

General Details

Full Title
Strategic Marketing Management
Transcript Title
Strategic Marketing Mgnt
Code
MKTG08038
Attendance
N/A %
Subject Area
MKTG - Marketing
Department
BUS - Business
Level
08 - NFQ Level 8
Credit
05 - 05 Credits
Duration
Semester
Fee
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Author(s)
Marie Moran, Angela Bartlett
Programme Membership
SG_BBUSS_K08 201600 Bachelor of Business (Honours) in Business in Business accs SG_BINTE_H08 201600 Bachelor of Business (Honours) in International Marketing and Languages SG_BGENE_K08 201600 Bachelor of Business (Honours) in Business in General Stream (Add-on) SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMGE_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with German SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BBMTS_K08 201900 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS
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

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

Teaching and Learning Strategies

Lecturers, Tutorials, In-class discussion, Presentations, Role play Case studies

 

Module 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)

 

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

  • 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

 

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 Continuous Assessment UNKNOWN 40 % OnGoing 1,2,3,4,5,6
2 Multiple choice questions Formative Assessment - % OnGoing
3 Role play Formative Assessment - % OnGoing
4 Short questions Formative Assessment - % OnGoing

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam UNKNOWN 60 % End of Term 1,2,3,4,5,6
             
             

Required & Recommended Book List

Recommended Reading
2011-02-18 Marketing Management (14th Edition) Prentice Hall
ISBN 0132102927 ISBN-13 9780132102926

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

 

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in todays marketing theory and practice.

 

Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglabPearsons online tutorial and assessment platform.

Recommended Reading
2015-01-09 Principles of Marketing (16th Edition) Prentice Hall
ISBN 0133795020 ISBN-13 9780133795028

NOTE: This is a standalone product.

For Principles of Marketing courses that require a comprehensive text


Help students learn how to create customer value and engagement

In a fast-changing, increasingly digital and social marketplace, its more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master todays key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students 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, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133973107 / ISBN-13: 9780133973105. That package includes ISBN-10: 0133795020  / ISBN-13: 9780133795028 and ISBN-10: 0133862097 / ISBN-13: 9780133862096.

MyMarketingLab should only be purchased when required by an instructor.

Module Resources

Non ISBN Literary Resources

 

 

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"

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.

Additional Information

None