Short Title:Market Dynamics: Assessment & Analysis
Full Title:Market Dynamics: Assessment & Analysis
Module Code:DMKT H4011
ECTS credits: 5
NFQ Level:8
Module Delivered in 1 programme(s)
Module Contributor:Bairbre Brennan
Module Description:Graduates of this programme will emerge into a marketing environment of fastpaced change, driven in particular by technological developments. They will be expected to be able to assess and harness the opportunities presented by this environment. This module aims to give them an appreciation of some of these areas of development and to also equip them with skills to devise and plan for these multiple possible futures. Delivery of this module will be based on the use of cases or real life emerging events, and their possible impact for business or society.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Distinguish the undefined nature of the future and the possibility of anticipating future events and creating plans to respond to same
  2. Assess the environment and identify trends, changes or anomalies which are likely to impact on organisations
  3. Apply a structured approach to analysing future scenarios (Framing, Describing, Visualising, Planning)
  4. Assess scenarios, devising and recommending an appropriate response to them.

Module Content & Assessment

Indicative Content
The Future
The future - foresight and forecast, creating a future through choices - organisational and personal; the role of the futurist
Scene-setting for future analysis
The context for the future - what are the existing conditions; the goal and purpose of the analysis; basing the analysis on relevant and appropriate evidence: gathering qual and quant data for analysis; systems mapping and analysis.
Situation Analysis and Searching for Anomalies
Environmental scanning and analysis - the situation as is and possible anomalies or indicators of emerging trends or change
Big Data
Big data - what is big data and why is it useful? How does it inform decision-making? How does it help in modelling behaviour and identifying trends?
Developing and presenting scenarios
Presenting scenarios - what will these futures look like and what are the conditions that enable them?
Visioning and visualisation
Visioning and visualisation - the reflection technique of internalising and recognising what a future may be and identifying the most attractive scenario.
Planning the future
Planning - having identified the most likely or attractive scenario, how does an individual or organisation plan for this? What actions or steps need to taken in order to arrive at the goal?
Socially Just Foresight
Socially Just Foresight - how future planning can empower and enable greater levels of social justice and integration in society; the role of future planning for NGO, NfP and Government sectors.
Digital Trends
Technology - development and adaptation; examining emerging technologies and visualising their impact on society.
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other This module will be part of the S7 Integrated Assessment (group assessment) and this module will be jointly assessed in the context of Marketing Strat 1, Marketing, Ethics & Society and Business Intel. Marketing Strat 1 will be the lead module for the assessment and will provide the context (a marketing strategy issue) around which the entire assessment will be based. 1,2,3,4 50.00 n/a
Reflective Journal Throughout the semester learners will be expected to maintain a reflective journal, reflecting on their learning journey as they engage with the material and interpret it in the context of their own experience. From this journal, they will be expected to visualise possible future scenarios for themselves and identify which is the most likely and why, and then identify their steps to achieve it. 1,2,3,4 50.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 30.00
Every Week 15.00
Every Week 80.00
Supplementary Book Resources
  • Mayer-Schonberger, V. and Cukier, K. 2013, Big Data, John Murray
  • Francis Fukuyama 1993, The end of history and the last man, Avon Books New York [ISBN: 0-380-72002-7]
  • George Orwell 2000, Nineteen eighty-four, Penguin Books in association with Martin Secker & Warburg London [ISBN: 014118776X]
This module does not have any article/paper resources
Other Resources
  • Website: World Future Society
  • Website: Association of Professional Futurists

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 7 Mandatory