MKTG09019 2016 Strategic Marketing Management

General Details

Full Title
Strategic Marketing Management
Transcript Title
Strategic Marketing Mgmt
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
09 - NFQ Level 9
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Lisa Dunne
Programme Membership
SG_BMARK_M09 201600 Master of Science in Marketing SG_BMARK_M09 201900 Master of Science in Business in Marketing

This module will enable learners to develop strategic marketing capabilities and skills, while developing an appreciation of different perspectives of the strategic function of marketing in the organisation. Students will examine and critically evaluate the concepts and theories underpinning the development and implementation of market-driven strategies. Students will have the oppportunity to explore theory and practice through analysis of case studies, journal articles and review of contemporary strategic marketing issues. Independent learning and critical thinking skills are  integral elements of the module.

Learning Outcomes

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


Demonstrate an understanding of the role of strategic marketing in a contemporary business environment   


Comprehend diverse perspectives of strategy and their respective contributions to the creation of market-driven organisations


Develop a strategic approach to the interpretation of market information and trends in the external business environment


Evaluate the strategic role and position of the marketing function in an organisation


Assess strategic marketing management decisions in the context of industry analysis, competitive strategy and strategic capability


Assist in designing a market driven strategy for a SME organisation

Teaching and Learning Strategies

The module is deliverd online using a mixture of live and recorded lectures.  The discussion forum on Moodle is frequently used as a means for the class and lecturer to communicate outside of class time.  This encourages critical thinking and discussion on relevant topics.  Case studies, academic articles and the use of social networking tools are integral to the module delivery.

Module Assessment Strategies


Case Study

Video Presentation

Repeat Assessments


Case Study

Video Presentation

Indicative Syllabus

  • Strategic Marketing in the Context of the Contemporary Business Environment
  • Market Segments and Customer Value
  • Designing Market Driven Strategies
  • Market Driven Program Development
  • Implementing and Managing Market Driven Strategies




Coursework & Assessment Breakdown

Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Case Study Continuous Assessment Individual Project 30 % OnGoing 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 70 % End of Term 1,2,3,4,5,6

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Workload
Online Lecture Distance Learning Suite Lecture 2 Fortnightly 1.00
Independent Learning Not Specified Self directed learning 4 Fortnightly 2.00
Independent Learning Not Specified Webinars, online resources, case studies 4 Fortnightly 2.00
Total Online Learning Average Weekly Learner Contact Time 1.00 Hours

Required & Recommended Book List

Recommended Reading
2012-06-21 Strategic Marketing McGraw-Hill Education
ISBN 0078028906 ISBN-13 9780078028908

Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace. The new edition of Strategic Marketing uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective, examining marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.

Recommended Reading
2014-06-15 Strategic Marketing Management, 8th Edition Cerebellum Press
ISBN 1936572192 ISBN-13 9781936572199

Strategic Marketing Management (8th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book delineates a comprehensive framework for articulating sound marketing strategies to guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and frameworks advanced in this book apply to a wide range of organizations, from startups to established market leaders, from packaged-goods manufacturers to value-added service providers, from nonprofit entities to for-profit corporations.

Recommended Reading
2013-10-23 Strategic Market Management Wiley
ISBN 1118582861 ISBN-13 9781118582862

Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Aaker walks them through the strategic challenges created by the dynamic nature of todays markets. Strategic Market Management, 10th Edition emphasizes a customer perspective and the fact that every strategy should have a value proposition that is meaningful to the customers. Sections are included on energizing the business and how to overcome the barriers that powerful organization silos create to inhibit cooperation and communication. Specific case studies delve into real world and engaging issues.

Module Resources

URL Resources

MIT Sloan Management Review

Harvard Business Review


McKinsey Quarterly Review

Marketing Science Institute


Boston Consulting Group

Other Resources

Academic Articles Reading Pack

Case Studies


Additional Information