Strategic Marketing Policy – MK561
STRATEGIC MARKETING POLICY
MK 561
- Course Outline 2009-
Objective / Strategic-decision making can have a long-term impact on the organisation. The objective is to prepare you for making critical Strategic marketing decisions in an environment that is becoming ever more complex and fast changing. The course allows students develop skills in dealing with Strategic Marketing problems, and to formulate a framework for developing Strategic marketing plans.Lecturer / Name / Office / Ext / E-mail
Declan Fleming / Cairnes Building / 2741 /
Times / Day / Time / Venue
Lectures: / Thursday / 9– 11a.m. / CA117
Overall Learning Outcomes / Upon completion of this course you will be able to:
· Understand the fundamentals of marketing theory and how they are practiced and applied;
· Look beyond buying and selling, and to focus on marketing’s role in and responsibilities in society;
· Understand how marketing is affected by changes in the market environment, changes in consumer and business markets and how these can be analysed, and how to gather and use information about markets;
· Recognise the importance of effective segmentation, targeting and positioning to marketing strategy;
· Show how customer satisfaction, quality, and value and service contribute to relationship marketing;
· Know how to analyse competitors and develop effective marketing strategies.
· Understand the complexities of adding value through product, branding, and packaging decisions.
· Identify the factors that influence pricing decisions and alternative pricing strategies.
· Show how organisations communicate with their various target markets, and evaluate the effectiveness of marketing communication channels and tools relative to desired outcomes.
· Understand the decisions and actions that companies take in order to bring products and services to customers;
· Recognise how marketing strategy and processes may need to be adapted to succeed in service and global markets.
Format / The course comprises of 24 lecture hours: 2 hours per week for 12 weeks.
Programme(s) / MSc Marketing
Course Material / A course web is available at http://blackboard.nuigalway.ie
Assessment / CA 50%; End of Year Examination 50%
Workload / Credit weighting: 5 ECT
Lecture hours: 24
Assignment work and independent study: 99
Examination: 2
Total Student Effort: 125 Hours
Core Text: (Students need their own copy)
· Principles of Marketing – 5th European Edition; Prentice Hall. Author(s): Kotler, Armstrong, Wong, Saunders ISBN: 978-0-273-711-8. Available from University Bookstore
As University students, you are expected to read widely to become knowledgeable about your subjects. It is essential that you have read the relevant chapters ahead of each lecture. While your textbook is very comprehensive, you should also read the business supplements from the daily newspapers, etc.
With your purchase of this textbook, you will receive a Student Access Kit for MyMarketingLab: an online learning environment that produces a personalised Study Plan for each student.
http://pegasus2.pearsoned.com
In summary, MyMarketingLab (MML) for students provides:
§ Online video documentaries referred to at the start of each part.
§ Practice tests for each key concept in marketing that assess your understanding.
§ A personalised Study Plan, which adapts to your strengths and weaknesses.
§ Interactive exercises that break key concepts into component steps, allowing you to actively engage with each issue.
§ Pages from an e-book version of this book, allowing for convenient study on the go.
§ Additional video clips demonstrating how top marketing managers from a wide range of companies (including IKEA, Land rover, HSBC, VSO) refer to Marketing theory in their day-to-day lives.
§ Audio MP3 clips, recorded by a marketing professional, briefly outlining how a key concept relates to contemporary practice.
§ Annotated links to relevant, specific sites on the web.
§ A searchable online Glossary defining key terms and providing examples.
§ Flashcards to help you when revising, testing your knowledge of key terms and definitions.
Registration details will be available on blackboard. Please follow these instructions to register.
Course Schedule
- Week 1: W: The Marketing Process (Ch. 1)
T: Sustainable Marketing (Ch 2)
Week 2: W: MyMarketingLab (MML)
T: Environmental Forces (Ch4)
Week 3: W: Consumer Markets (Ch 5)
T: Business to Business Marketing (Ch 6)
- Group Assignment 1
Week 4: W: Information and Decision-Making (Ch 7)
T: Marketing Research Process
- Individual MML CA1
Week 5: W: Customer-driven market strategy (STP) (Ch 9)
T: Competitive Strategy & Relationships (Ch 10, Ch. 8)
- Group Assignment 2
Week 6: W: Product and Branding Strategy (Ch 11)
T NPD & PLC Strategies (Ch 12)
- Individual MML CA2
Week 7: W: Pricing and Value (Ch 14)
T: Communicating Customer Value (IMC) (Ch15)
- Group Assignment 3
Week 8: W: Advertising and Public Relations (Ch 16)
T: Personal Selling and Sales Promotion (Ch 17)
- Individual MML CA3
- Details of Next Week Group Project
Week 9: Group Project (TBA) (No Scheduled Lectures)
- Individual MML CA4
Week 10: W: Direct and Online Marketing (Ch 18)
T: Managing Marketing Channels (Ch 19)
- Group Assignment 4
Week 11 W: The Marketing of Services (Ch 13)
T: The Global Market Place (Ch 20)
- Individual MML CA5
Week 12: Review
Continuous Assessment and Examination
Group Assignments ( 4 * 5% each ) = 20%
Individual CA ( 5 * 3% each ) = 15%
Group project ( 1 * 15% ) = 15%
Total CA 50%
Examination 50%
Total Overall 100%
Contact Details
Room 304
Marketing Department
J.E. Cairnes School of Business & Econonics,
NUI Galway.
Ext: 2741
Declan Fleming | Strategic Marketing Policy | MK561 Page 2 of 4