MODULE TITLE: Strategic Marketing

10 ECTs

ALLOCATION OF MARKS (WITHIN THE MODULE)

Method Individual written Individual oral Exam Total

assignment presentation

Percentage 30% 10% 60% 100%

Contribution

MODULE OBJECTIVES:

Taken in the final year, this course builds upon previous marketing modules, integrating the key
concepts and frameworks applied by mangers at strategic marketing level. The module explores the
process of strategic marketing analysis and focuses on the discovery and development of marketing
capabilities which lead to sustainable competitive advantage in the marketplace. Through a
combination of theory and contemporary marketing practice examples underlining the opportunities
and challenges faced by marketers in managing today's multifaceted business realities, the module
aims to facilitate learners in developing creative problem- solving and decision-making skills to
devise and implement strategic marketing solutions.

MODULE LEARNING OUTCOMES:

On successful completion of this module, learners will be able to:

1. Evaluate the role of strategic marketing for an organisation’s performance in the

marketplace.
2. Identify appropriate methods and tools for formulating, implementing, monitoring and
evaluating marketing strategy.
3. Apply appropriate methods and tools for formulating and implementing marketing strategy
in diverse organisational and marketing situations.
4. Appraise the forces impacting upon strategic marketing management.
5. Critically monitor and evaluate marketing strategies and programmes within a changing
global marketing environment.
6. Develop marketing strategy for companies/products/services.
7. Present and defend strategic marketing recommendations in written and oral format.
MODULE CURRICULUM
Topics
Course overview and
introduction
External strategic analysis:
customers and competitors
External strategic analysis:
market level
Internal analysis
Marketing strategy and
tactical decisions
Brand equity
Innovation and marketing
Marketing and the
organisation- a holistic
perspective
READING LISTS AND OTHER LEARNING MATERIALS
Required Books/ Publications
No. Book Title
1 Strategic Market Management
Indicative Content
 Introduction to format and structure of course
 Outline assignments and requirements
 The marketing/ strategy interface
 Customer and competitor analysis in the global
marketplace
 Competitive information system
 Market dimensions
 Market trends, risks and key success factors
 Strategic uncertainty and scenario analysis
 Marketing costs analysis, sales and profitability
 Performance and productivity
 Strategic product portfolio analysis
 Price setting and its implications on strategy
 Distribution audit
 The promotional plan
 Global marketing management: Standardisation versus
customisation
 Managing the global brand
 Strategic differentiation and positioning
 Leveraging brands: brand extension and brand synergy
 Bringing innovation to the global marketplace and new
product development
 Structure, systems, culture, people
 Assessing and adjusting strategy in a global world
Author Publisher Year
Aaker, D.A Wiley and 2017
Moorman, C. Sons
Recommended Books/ Publications

No. Book Title Author Publisher Year

1 Marketing Management: A Strategic Mullins, J. McGraw- 2012

Decision-Making Approach Walker, O. Hill/Irwin
2 Marketing Management, Global Edition Kotler, p. Pearson 2016
Keller, K.
3 Strategic Marketing: Pearson New Mooradian, T. Pearson 2014
International Edition Matzler, K.
Ring, L.
4 Journals:
 Journal of Strategic Marketing
 Journal of Marketing
 Journal of Marketing Management

Useful Web resources:

https://www.ama.org/Pages/default.aspx
http://www.mii.ie
http://www.freemarketingzone.com

Other Resources:
Case studies from other sources can be used.
http://businesscasestudies.co.uk/#axzz2NcmMAMkf

MODULE LEARNING ENVIRONMENT

This module will be taught in a way to fully avail of the services and facilities available within Galway
Business School. The learning environment is supported through both the physical and virtual
facilities available to Learners. There have been significant investments in the library and learner
supports within the school to optimise the learning experience for Learners. The environment
facilitates a collegial and supportive learning process. There is extensive use of the virtual learning
environment within the school as both a forum for notes and information dissemination and for
assessment and peer learning. The school has an attendance policy and academic code of conduct
that is designed to facilitate the optimal learning and engagement of Learners. The learning
environment is promoted and enhanced through the availability of academic staff to learners
through dedicated Learner contact time in addition to on-going administrative and other support
necessary in the completion of their studies.

MODULE TEACHING AND LEARNING STRATEGY

The module will be taught using a combination of formal and interactive lectures and self-directed
study. Formal lecture time provides a foundation of information on which the learner builds through
class discussion, directed learning in assigned projects, case study analysis, group work and self-
managed learning outside of the class. The course aims to develop Learners’ ability to analyse and
critically evaluate the key issues in strategic marketing, and to facilitate learners to develop decision
making skills required in dynamic marketing environments.
MODULE ASSESSMENT STRATEGY

Assessment Learning Details Percentage

Component Outcome %
Assessed
Written 2, 3 and 6 Individual written assignment: 30%
assignment
 Learners are required to perform a marketing
strategy assessment and present a series of
effective conclusions and recommendations.

Oral 7 Individual presentation: 10%

presentation
 Learners will present to the class a summary (key
points) of their written assignment followed by a
Q & A session.

Written 1 to 7 Exam Duration 3 hrs. 60%

Examination
(End of term) No. of Questions to be 4 out of 6
answered

100%
TOTAL

MODULE REASSESSMENT STRATEGY

Opportunities to repeat failed assessments are organised in the following way:

 Repeat continuous assessments will have to be submitted before the end of the next
examination period.
 Any Learner failing group work will have to submit an alternative equivalent piece of assessment
approved by the Programme Board and the External Examiner.

The Programme Board will have ultimate discretion on reassessment approaches in each module.

At the end of the examination session the School will advise learners who have failed to achieve a
pass in one or more modules of all outstanding assessment tasks to be completed.