MKT30060 Strategic Market Management

Academic Year 2020/2021

Peter Drucker said that “Business has only two basic functions – marketing & innovation”. Focusing primarily on one aspect of that quote this module deals with growing business with an emphasis on Marketing.

We will first explore what Business Strategy is and on how to think strategically. Building on that foundation we will then explore and understand Strategic Marketing, from creating Consumer Value Propositions to defining Brand Equity to in-market execution of Strategic Marketing Plans.

The module will focus on two key frameworks; the OGSM Strategy formulation & communication model and the Brand Building Framework (commonly known as the ‘Who, What, How’). Students will attain a familiarity with both frameworks which will give them a strong practical feel for Strategic Marketing that will be of immediate use for Marketing roles in industry.

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Curricular information is subject to change

Learning Outcomes:

By the end of this module students should be able to:
1. Understand what Business Strategy is and be able to employ strategic thinking frameworks to facilitate strategic planning, specifically using the OGSM model.
2. Be able to create Marketing Strategies that are capable of winning in today’s Consumer, Competitive and Market environments.
3. Understand the role of Consumer Insights and be able to define Brand Equity & Consumer Value Propositions.
4. Appraise & strategically assess Demand Creation executions.
5. Produce a strategically-sound Strategic Marketing plan for an organisation, product or service

Student Effort Hours: 
Student Effort Type Hours
Lectures

24

Specified Learning Activities

44

Autonomous Student Learning

32

Total

100

Approaches to Teaching and Learning:
The course content draws heavily on practical examples & case-studies that reflect the day-to-day work of Strategic Marketing Managers across numerous diverse industries and markets. Inherent in the above learning outcomes is the development of a Strategic Marketing mindset and an understanding of how the different components, principles and approaches of both marketing and strategy interact.

The class will be delivered using a combination of video and live Zooms discussions. The first 45 minutes of each class will be set aside to watch the pre-recorded videos. This will then be followed by a Zoom video conference that will be hosted by the module lecturer Mick O’Conchuir. Both pre-recorded videos and recordings of the Zoom sessions will be available until after the deadline for assessment submission at the end of the module.

At the end of the module subtends will be assessed on a Strategic Marketing Plan they will write for a brand of their choice. Assessment will also include marks for class participation and two other in module written assignments.

 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Construct an OGSM Week 7 n/a Graded No

10

Assignment: "Take Home" assessment - write a Strategic Mrketing plan - to be written by students after lecture series completion. Coursework (End of Trimester) n/a Graded No

60

Attendance: Class contribution (live Zoom sessions & Brightspace discussion board) Throughout the Trimester n/a Graded No

20

Continuous Assessment: "Take Home" assessment - construct a Brand Equity Statement Week 10 n/a Graded No

10


Carry forward of passed components
No
 
Resit In Terminal Exam
Spring Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Feedback to short written assessments will be given in-class as a general overview of all submissions. Feedback will focus on developing themes throughout lectures and help direct writing of final written assessment. Individual feedback on request after final grades, through formal channel.