Module Guide

Module Title Strategic Marketing Analysis

Module Code: B9MG008
Programme: MBA (all streams)
Academic Year: 2019-20
Delivery Mode Full Time
FT/PT:
Lecturer Name(s): Dr. Shakeel Siddiqui Email: [email protected]
Shaun Hayden [email protected]
Linda Moran [email protected]

Learning Outcomes:
On successful completion of this module, learners will be able to:
MIMLO Critically assess the role of marketing analysis in the corporate context.
2.1

MIMLO Demonstrate an in- depth understanding of applied analytical marketing.

2.2

MIMLO Critically evaluate appropriate marketing concepts and techniques in strategic

2.3 marketing decision-making.

MIMLO Evaluate the importance of the marketing mix in achieving strategic objectives.
2.4

MIMLO Apply course content to develop an analysis of an organisation’s marketing

2.5 programme.

Learning Activities:
This module will be delivered using blended teaching and learning techniques. Each week
will consist of a number of different activities in the order of incremental complexity.

The class activities will include formal lectures using powerpoint slides and online
material, class discussions and role-play, Business Game scenarios, Group learning
both collaborative and competitive, as well as informal presentations. In addition,
outside class activities will be prescribed, such as market visits, observation and
interaction with the larger business environment.

Page 1 of 10
 Learners will be required to make decisions in relation to different circumstances
arising from the various assignments, for example, decisions in case studies leading
to workable plans of action; decisions in the course project developing a profitable
marketing plan; decisions in relation to the individual assignments and course
contributions.
All course materials will be provided on Moodle including lecture notes, continuous
assessment specification, practice exercises, online presentations and screencast
demonstrations where applicable.
Problem Based Learning (PBL) - Marketing group discussions will be based on an
existing business in a local or international location. Learners are encouraged to
discuss, recommend strategies on points discussed in class.

Teaching Plan:

Week LO TOPIC RESOURCES/REFERENCES ACTIVITIES

1. 1, 2 Week 1 Overview of strategic marketing Lecture and
Strategic Marketing management: Key steps involved in the discussion on
Analysis Process: process of strategic management. case studies
Marketing and its role in strategy,
innovative marketing strategies for a
dynamic economy
Understanding Strategic Marketing
Analysis:
Introduction to and understanding
strategic marketing analysis, developing
marketing strategies and plans;
managing digital technology in marketing

2. Week 2 Continuation of the above Lecture,

Strategic Marketing visual
Analysis: Strategic Analysis: Analysis of the material,
environment, environmental sources in open class
relation to decision-making, the discussions
evolution of environmental analysis.
Managing the marketing information
system, developing competitive
strategies
3. Week 3 Connecting with Customers: Lecture,

Page 2 of 10
 Analysing Consumer Identifying, analysing and creating target visual
Markets: markets, differentiating and positioning material,
strategies; creating customer value, open class
discussions
satisfaction and loyalty.
Project
allocation
4. Week 4 Building Strong Brands: Formal
Designing, developing Creating and managing brands and brand lecture,
and managing brands: equity; devising a contemporary group
branding strategy; Shaping the Market exercise in
Offering product
development
(Part of
project work)
5. Week 5 Designing, developing, and managing Formal
Designing, developing market offerings; introducing new lecture,
and managing brands: market offerings; developing and textual
reading, part
managing pricing strategies
of project
work
6. Week 6 Designing and managing marketing Core text,
Delivering Value: communications; managing mass and class
Communication personal communications discussion,
revision of
Marketing communications theory, role
concepts
and tasks of marketing communication,
establishing a total marketing
communications budget, marketing
communications planning and activities

7. Week 7 Digital branding, branding and social Lecture and

Delivering Value: networking, Digital marketing, embed
Digital Branding marketing’s digital evolution, digital learning to
project
marketing activities and considerations

8. Reading week Project progress

9. Week 9 Designing and managing supply Lecture and
Delivering Value: networks; managing the service process embed
and the customer interface; learning into
Communicating Value project

10. Week 10 Implementing marketing management; Lecture,

discussions

Page 3 of 10
 Managing, managing marketing metrics; and group
Implementation and Strategy implementation, control and learning
Control Putting it all metrics; The nature and content of the
together marketing plan, the implementation of
the marketing strategy, marketing
metrics, performance outcomes.

11. Week 11 Material revision

12. Week 12 Preparing for presentation and
submission
13. Week 13 Submission and presentation

Core Texts:
Title Author Publisher Published Edition
Marketing Kotler, K. Pearson/Prentice 2016 15th Global
Management Keller, K.L. Hall, London Edition
Marketing Kotler, K., Keller, K.L., Pearson/Prentice 2016 3rd European
Management Brady, M., Goodman, M., Hall, London Edition
Hansen, T.,
Marketing Baines, P., Fill, C., Oxford University 2017 4th Edition
Rosengren, S., Press
Electronic Resources
DBS E‐Learning Support https://elearning.dbs.ie
DBS Library Website http://library.dbs.ie/
Library Catalogue https://books.dbs.ie/
E-Journals, E-Books and Databases https://libguides.dbs.ie/az.php
Institutional Repository (eSource) https://esource.dbs.ie/
Additional Resources Harvard Business Review
Journal of Marketing
Journal of Marketing Research
Journal of Advertising
Journal of Marketing Communications
European Journal of Marketing
www.warc.com
www.watchingtrends.com
www.adage.com
www.brandchannel.com
www.bch.com
www.cso.ie
www.europa.eu
Page 4 of 10
 www.digby.com
www.economist.com
www.kpmg.com/ie
BS E‐Learning Support http://elearning.dbs.ie
WARC www.warc.com
Watching Trends www.watchingtrends.com
Adage www.adage.com
Brandchannel www.brandchannel.com
Boston Consulting Group www.bch.com
Central Statistics Office www.cso.ie
European Statistics www.europa.eu
Digby www.digby.com
The Economist www.economist.com
KPMGResearchwww.kpmg.com/ie

Further reading:
Marketing Strategy : text and cases

Page 5 of 10
Ferrell and Hartline South-Western
Cengage Learning 2013 6th Edition

Marketing Strategy & Competitive Positioning

Hooley, Piercy Nicoulaud
Financial Times Prentice Hall 2012 5th Edition

Relationship Marketing: Exploring Relational Strategies in Marketing

John Egan FT Prentice Hall 2011 4th edition

Marketing Communications: A European Perspective

Patrick De Pelsmacker Pearon 2013 5th edition

Market-driven Management : Strategic and Operational Marketing

Lambin, Schuiling, Palgrave Macmillan 2012 3rd edition

Marketing Management
Kotler, Keller, Brady, Goodman, Hansen
Pearson/Prentice Hall 2012 2nd edition

Marketing
Baines, Paul, Fill, Chris, Page, Kelly
Oxford University 2011 2nd edition

Page 6 of 10
 Assessment*:

Method of Assessment Percentage Learning Outcome

Weighting Being Assessed

three CA’s: Individual assignments 100% 1,2,3,4, 5

CA1: Evaluation of a company’s marketing mix via a 9 P’s

framework (25%)
CA2: Create a customer/consumer journey map (25%)
CA3: Critically evaluate the performance of each P on the actual
journey towards successful achievement of the Corporate
Objectives (50%)

*See Moodle Assessment link for assessment details

Overview of Assessment:

CA1:

Assessment Title Individual written assignment

& Description: Word count 1500 words
Task: Evaluation of a company’s marketing mix via a 9 P’s framework
MIMLOs being Critically assess the role of marketing analysis in the corporate context.
assessed: Demonstrate an in- depth understanding of applied analytical marketing.
Individual/Group Individual
:
Assessment 25%
Weighting:
Issue Date: Week 1
Submission Date: Week 5
(All assignments
must be submitted
through Moodle)
Feedback Date: Three weeks via moodle

Page 7 of 10
 The 9P’s Framework

Standard components

While some organisations may wish to fully customise the 9Ps Marketing Matrix model to
their specific needs, standard components.

 Price: The amount it costs a customer to purchase product/service

 Place: The method of distribution for the product/service
 Promotion: The channels used to communicate about the product/service
 People: The individuals who help deliver your product/service
 Product: The primary way used satisfy the customer's needs/wants
 Process: How the product/service delivers the product/service to customers.
 Partners: Other organisations who help you build or sell the product/service
 Physical environment: The space into which the brands interact with its customers
to deliver the product/service
 Positioning: How the organisation describes its key attributes of product/service OR
Performance: How an organisation judges its success

Overview of Assessment:

CA2:

Assessment Title Individual written assignment

& Description: Word count 1000 words
Task: Create a customer/consumer journey map
MIMLOs being Critically assess the role of marketing analysis in the corporate context.
assessed: Demonstrate an in- depth understanding of applied analytical marketing
Individual/Group Individual
:
Assessment 25%
Weighting:
Issue Date: Week 1
Submission Date: Week 8
(All assignments
must be submitted
through Moodle)
Feedback Date: Three weeks via moodle

Page 8 of 10
 Customer Journey Map example – key elements to consider

CA3:

Assessment Title Individual written assignment

& Description: Word count 2000 words
Task: Critically evaluate the performance of each P on the actual journey towards successful
achievement of the Corporate Objectives
MIMLOs being Evaluate the importance of the marketing mix in achieving strategic objectives.
assessed:
Individual/Group Individual
:
Assessment 50%
Weighting:
Issue Date: Week 1
Submission Date: Week 12
(All assignments
must be submitted
through Moodle)
Feedback Date: Three weeks via moodle

Page 9 of 10
Page 10 of 10