Short Title:Marketing Strategy 1
Full Title:Marketing Strategy 1
Module Code:DMKT H4012
ECTS credits: 5
NFQ Level:8
Module Delivered in 1 programme(s)
Module Contributor:Bairbre Brennan
Module Description:This module aims to provide the learner with an appreciation of the development of marketing strategy. The module will build on content covered in years 1-3 and reinforce various marketing and general business threshold concepts.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Determine likely impacts for an organisation identified by conducting a comprehensive environmental analysis and formulate alternative reponses to these impacts
  2. Derive consumer insights from primary or secondary research and develop strategic recommendations based on the outputs
  3. Distinguish the global and digital opportunities available to business and how strategic plans can incorporate relevant aspects
  4. Develop a strategic marketing plan which will respond to a real life client brief

Module Content & Assessment

Indicative Content
What is strategy and why is it important?
Understanding the environment
The nature of the macro and micro environments and their impact on marketing decisions. Interpreting and using environmental analysis to aid strategy development. Typical analytical models.
Global Environment, Threats and Opportunities
The global marketplace - managing and engaging across geographic and cultural boundaries
Digital environment, threats and opportunities
The digital opportunity - leveraging this evolving opportunity and appraising the risks it generates
Competitive Environment
The influence of the competitor in strategy; assessing the competitive landscape; responses to competitive actions
Consumer behaviour - tracking & interpreting; generating insights; planning the consumer journey; market research
Positioning Strategies
STP - differentiation and target marketing strategies; positioning and repositioning; Porter's generic strategies;
The Customer Relationship
Customers and consumers - creating meaningful value; strategies for value creation; CRM, engagement and loyalty; personalisation & individualisation; CLV; the online / offline experience
Objectives, measurement and control
Setting SMART Objectives and measurement and control; developing the marketing strategy document; reviewing and updating strategy.
Indicative Assessment Breakdown%
Course Work Assessment %50.00%
Final Exam Assessment %50.00%
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, Ethics & Society, MDAA 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
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam n/a 1,2,3 50.00 End-of-Semester
Indicative Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
Examination: 100% of overall marks. Continuous assessment will NOT carry forward from the year into the August repeats for a second sitting.

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
Recommended Book Resources
  • Marketing Management, 8th Ed., McGraw Hill Higher Education [ISBN: 007-132637-5]
Supplementary Book Resources
  • Kotler, P., Keller, K.L., Brady, M., Goodman, M., Hansen, T. 2012, Marketing Management, 2 Ed., Pearson UK
  • David A. Aaker., Strategic market management, New York; Wiley [ISBN: 1118582861]
This module does not have any article/paper resources
Other Resources
  • Journal: Journal of Marketing.
  • Journal: European Journal of Marketing.
  • Journal: Irish Marketing Journal.
  • Journal: Harvard Business Review.
  • Website:
  • Website:
  • Journal: WARC
  • Website:

Module Delivered in

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