Short Title:Marketing Strategy 2
Full Title:Marketing Strategy 2
Module Code:DMKT H4017
ECTS credits: 5
NFQ Level:8
Module Delivered in 1 programme(s)
Module Contributor:Bairbre Brennan
Module Description:This module aims to give the learner an appreciation of strategic marketing practice, where, using case studies and real life examples, they will analyse and interpret the information and formulate proposed responses based on a strategic marketing approach. The module will build on content covered in semesters 1-7 and reinforce various marketing and general business threshold concepts.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Conclude the core competencies and competitive advantages in an organisation; Analyse, devise and recommend opportunities to exploit the competencies.
  2. Strategically analyse a typical marketing problem, evaluating and recommending appropriate solutions to same.
  3. Assess and evaluate trends and emergent opportunities with a view of developing an innovative response to same.
  4. Leverage emergent trends in the digital environment to generate innovative strategic marketing proposals.

Module Content & Assessment

Indicative Content
The strategic plan
What is a strategic plan and why is it useful?
Core competencies
Identifying and appraising core competencies - strengths and weaknesses; developing strategic responses to SWOT; identifying growth strategies - long, medium, short term;
Building brands
Creating strong brands to create competitive advantage; creating resonance; leveraging the power of digital to increase reach and relevance
NPD and Innovation
NPD and innovation; modes of innovation and integration into strategy; innovation in the organisation; disruptive innovation; designing and developing market offerings; PLC - integrating innovation across markets.
Technological Innovation
Tech innovation; exploiting digital opportunities; building scale into NPD - both on and offline; identifying and taking advantage of emergent opportunities
Marketing of technological innovation
Proliferation of technology; emergent technological developments (e.g. IoT); creation of opportunities; creating awareness, differentiation and loyalty through digital environments
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 S8 Integrated Assessment (group assessment) and this module will be jointly assessed in the context of Data Mining, Brand Experience & Design and Finance for Marketing Managers. Marketing Strat 2 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 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
  • Kotler, P., Keller, K.L., Brady, M., Goodman, M., Hansen, T. 2012, Marketing Management, 2nd Ed., Pearson
Supplementary Book Resources
  • Mullins, J.W. and Walker, O.C. 2013, Marketing Management, McGraw Hill Higher Education [ISBN: 007-132637-5]
This module does not have any article/paper resources
Other Resources
  • Journal: Journal of Marketing
  • Journal: Harvard Business Review
  • Journal: European Journal of Marketing
  • Journal: WARC
  • Journal: Irish Marketing Journal
  • Website:
  • Website:
  • Website:

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 8 Mandatory