Explore UCD

UCD Home >

SBUS41370

Academic Year 2024/2025

MarketingSratProfitableGrowth (SBUS41370)

Subject:
Business
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
5
Module Coordinator:
Professor Joe Peppard
Trimester:
Spring and Summer (separate)
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This module emphasises the need for managers in every function and at each level to understand the key marketing challenges facing their organisation and to explore options to effectively and profitably respond. Evidence from the marketplace is that firms who are driven by the market and who integrate marketing with their overall strategy, grow more and achieve higher profits. Together we will explore how marketing impacts on marketplace performance and sustains competitive advantage. We will consider how to navigate the key environmental changes that exist in the global marketplace. This module will also enhance your understanding of marketing from a strategic perspective.

About this Module

Learning Outcomes:

1. How to develop alignment between a firms marketing competencies, customers and competitors
2. Understand how to invest in market to identify profitable growth opportunities and exploit those opportunities
3. Comprehend how marketing allows firms to grow by identifying profitable consumers and targeting them with (new) effectively positioned products and services.
4. Learn how firms can leverage customer insights and big data to grow and expand market share.
5. Develop a toolkit to diagnose marketing’s role and influence in firm performance.


Student Effort Hours:
Student Effort Type Hours
Lectures

16
Specified Learning Activities

60
Autonomous Student Learning

40
Total

116

Approaches to Teaching and Learning:
The module has a detailed study guide. Students are required to complete the module pre-reading or pre-work prior to attending the seminar sessions. The sessions themselves will be a combination of lectures, group discussion, in-class presentations, case study discussions and classroom exercises. A heavy emphasis in the seminars is on teasing out the implications of theory for practical application in a workplace context.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Assignment(Including Essay): Analyse a companies marketing strategy. Week 15 Graded No

75

 Yes
Participation in Learning Activities: In class participation. Week 7 Graded No

25

 No

Carry forward of passed components
Yes
 

Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment

How will my Feedback be Delivered?

Feedback will be provided within 20 days of the assignment deadline

Name Role
Ms Siobhan Lane Walsh Lecturer / Co-Lecturer
Print this page
Fill in the following details:
Enter the body of your query here.

From time to time UCD would like to send you further information that we feel, based on your enquiry, would be of interest to you.