MKT40560 Marketing

Academic Year 2022/2023

This course emphasises a strategic marketing perspective by providing the student with specific tools and frameworks for making marketing decisions that take best advantage of the conditions in which the firm finds itself both internally, in terms of the firm's mission and competencies, and externally, in terms of the market and competitive context in which it operates. This decision-focused approach is evident throughout the course design and delivery.

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Curricular information is subject to change

Learning Outcomes:

Upon completion students should be able to:
- Demonstrate an advanced level of knowledge about key marketing concepts and techniques and critically evaluate their relevance in strategic marketing decision-making;
- Develop a higher-level ability to make strategic marketing decisions;
- Critically evaluate the role of marketing in the corporate context
- Explain the importance of the marketing mix and how the ‘tools’ can be integrated to achieve strategic objectives;
- Produce a strategic marketing plan for an organization or product/service.

Indicative Module Content:

The following concepts will be discussed in lectures and case studies will be used at times, to illustrate the concepts:

1. Introduction to Marketing
- Perspectives on marketing; in a competitive context; it’s role within the organisation
- Marketing Frameworks; 4Ps, Brand Building Framework (BBF), Segmentation Targeting Positioning (STP), Marketing Funnel
- Introduction to the Marketing Fundamentals

2. Introduction to Marketing Strategy
- What is Marketing Strategy?
- Assessing the landscape – environment, competition, resources
- Strategic decision making

3. The Consumer
- Segmentation & Insights
- Consumer Research
- Targeting
- Consumer Decision Journeys (Path-to-purchase)

4. Brand Equity & Strategic Brand Positioning
- Define & Understand Branding & Brand Positioning
- The Consumer Value Proposition

5. Marketing Mix & Omnichannel Marketing:
- Role of the Consumer Decision Path touchpoints
- Marketing Mix (4P's)
- Communications Ideas & Insights
- Communications Strategy

6. Digital Marketing, eCommerce & Data Strategy
- The changing marketing environment
- Marketing Automation
- The Digital Marketing Funnel
- Branding in the digital age
- Marketing in the information age

7. Shopper Marketing
- The Retailing Environment
- Introduction to Shopper Marketing & it’s increasing role in Strategic Marketing

8. Measuring success; Marketing Metrics, effectiveness & ROI
- Marketing metrics
- Marketing Finance
- Marketing ROI

9. Go-To-Market & Strategic Marketing Plans
- Writing Marketing Plans
- The Marketing Mix
- Strategic Plan execution
- Go to Market

Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




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
Project: Individual Project Presentation:
- Consumer Behaviour Exercise
- Consumer Insights and Analysis (Consumer Decision Making Journey)
- Presentation & slides
Week 8 n/a Graded No


Group Project: Company/Brand Marketing Strategy & Plan:
- Analysis of current environment & marketing strategy
- Recommended actions to be taken
- Group presentation & report
Coursework (End of Trimester) n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Autumn No
Feedback Strategy/Strategies

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

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Ms Nuala Doyle Tutor
Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 33 Fri 11:00 - 12:50
Lecture Offering 2 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 33 Fri 13:30 - 15:20

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