Marketing Policy & Strategy MK312
Marketing Policy & Strategy
MK312
-Course OutlineMarketing Policy & Strategy is the cap-stone marketing course of the Bachelor of
Commerce. The course examines the processes by which marketing can be
managed to create and sustain superior performance in the marketplace. It
achieves this by focusing on two key issues in marketing strategy: the identification
of target markets and the creation of competitive advantage. The course will also
demonstrate the various factors that influence marketing decision-making, and
focuses on how the role of marketing is changing in the organisation and in society.
To achieve the above there are three main course components:
1. Lectures/Class Discussions/Individual Class Participation. The lectures are
devoted to discussion of the topics shown in the course outline. You will be
expected to come to class having completed the reading scheduled and
prepared to participate in class discussion.
Course
Description &
Objectives
2. Case Studies. Special cases will be discussed during the course. These
have been selected to illustrate problems in marketing situations and to
facilitate the application of key concepts in the analysis. The cases require
individual and group preparation, and should be thoroughly read and
analysed. Course participants are expected to be ready for the instructor to
call on them to contribute to general class discussion. Cases for discussion
will be available from Mary Greaney’s Office (Departmental Administrator,
Room 301)
3. Marketing Audit: Galway United will be the focus of your marketing audit
project. A briefing session to the class by Galway United will be organised.
Your attendance at this briefing session is essential and mandatory. Further
Audit details will be posted on Blackboard later.
Specifically, the course is designed to:
1. broaden your knowledge of marketing policy and strategy through weekly
discussion groups where the “theory” is reviewed, critiqued and debated;
2. expose you to cutting-edge tools and concepts that have been developed
by both academics and practitioners;
3. develop your critical, analytical and decision-making skills through the use
of case studies about companies facing challenging situations;
4. cultivate the skills needed to tackle the responsibilities of marketing and
leadership;
5. sharpen your oral and written communication skills.
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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Marketing Policy & Strategy MK312
Lecturers
All based in
Cairnes Building
Times
Name
Office
Ext
E-mail
Dr. Declan Fleming
Course Co-ordinator &
Cases
Room 304
2741
declan.fleming@nuigalway.ie
Dr. Ann M. Torres
Discussion Group
Facilitator
Room 303
2710
ann.torres@nuigalway.ie
Dr. Aidan Daly
Marketing Audit
Room 305
2548
aidan.daly@nuigalway.ie
Day
Time
Venue
Case Studies Group 1
Case Studies Group 2
Thursday
Friday
4-6pm
11am – 1pm
AC202
LH1
Discussion Groups
Tuesday
2-4pm
Dillon Theatre
Following successful completion of this course the student will be able to:
Overall Learning
Outcomes

Appreciate the crucial importance of marketing strategy formulation and
implementation, recognise and the vital contribution it makes to the
success of any business.

Identify topical and relevant issues which are emerging in marketing
practice.

Describe the fundamental changes that are taking place in how marketing
operates in organisations and the increasing focus on marketing as a
process rather than as a functional specialisation.

Appreciate market-led strategic planning as a framework for the choice of
market targets and the building of strong competitive positions.

Understand the requirements of matching corporate resources, assets and
capabilities to market opportunities.

Analyse the different types of strategic environments and identify the critical
success factors for dealing with each.

Examine the techniques available for identifying market segments, and
recognising alternative competitive positioning strategies.

Select target markets through consideration of market attractiveness and
business strength.

Identify and discuss the mix of activities available to marketers in creating
competitive positions.

Understand the role of customer service in relationship-building and how a
firm can use innovation to create competitive advantage.
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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Marketing Policy & Strategy MK312
Format
Programme

Explain the role of alliances and networks in marketing strategy.

Detail the challenges of implementing or executing marketing strategies.

Identify decision-making processes and activities, and in turn generate
practical alternative courses of action.

Work collaboratively in a team environment and present recommendations
in a professional and persuasive manner.

Demonstrate refined analytical, written and verbal communication skills.
The course comprises:
1. A two-hour theory discussion forum each week;
2. A two-hour case study session each week. The class will be split into two
groups for this aspect of the course. More details on Blackboard later.
3rd Year B. Commerce, Marketing Stream.
Core Textbook
Hooley, G., Piercy, N. and Nicoulaud, B. (2008) Marketing Strategy and
Competitive Positioning 2008, 4th Edition, Prentice Hall. ISBN: 978-0-273-70697-7.
This text is available from the University Bookshop, NUI Galway.
Course Material
Case Studies
The case studies have been specifically selected for the course from a variety of
sources. The case studies will be available from Mary Greaney’s Office
(Departmental Administrator, Room 301).
1.
2.
Assessment &
Grading
3.
End of Year Examination
 Paper 1: Theory
 Paper 2: Cases
20%
30%
Continuous Assessment
 Cases*
 Discussion**
15%
15%
Marketing Audit Report & Participation
20%
Total
100%
* Cases Analysis (oral & written case analysis and class participation)
Case analysis will be done in groups of four. It is required that you form groups
with people with whom you have not worked before and to have mixed groups in
terms of gender, with a maximum of one visiting student per group. Each week
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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Marketing Policy & Strategy MK312
one group will give a formal/professionally prepared presentation of their Case
analysis, supported by a typed report (8 pages max) of their analysis and a copy
of Powerpoint slides used. All non-presenting groups will (via blackboard) each
week submit a document (max 1200 words) which summarises their group’s
analysis of the case study. Deadline for receipt of all group submissions is on a
Thursday, 2pm latest.
** Group Discussion (material read and analysed for class participation)
Assigned chapters should be read and analysed by all class members in advance
of each session, as they will form the basis for class discussion. Individuals will be
asked to present their views on the readings. A short quiz will be given, often at
the beginning of class, on the assigned readings for that day. Typically, the quiz
will consist of 1-3 short answer questions. Visiting students whose first language
is not English may use dictionaries during the quizzes.
Note: A minimum of 35% is required in the final written examination before marks
for continuous assessment can be included in the determination of the overall
mark for the subject.
Workload
Class
Communications
Credit weighting:
Discussion forum hours:
Case study sessions hours:
Examination hours
Paper 1:
Paper 2:
10 ECT
24
24
2
3
Emails to the class via Blackboard will be a primary communication method.
Please ensure that you are registered on Blackboard for this course, and
remember to “clear-out” your inbox occasionally!
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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Marketing Policy & Strategy MK312
Reading and Case Schedule
Lecture 1:
w/b 11th January
Introduction to Marketing Policy & Strategy
NO Case Class this week.
Section 1 Marketing Strategy
Lecture 2:
Chapter 1:
Chapter 2:
w/b 18th January
Market-led Strategic Management
Strategic Marketing Planning
Case 1
22nd FRIDAY Case Study Class (Friday for this week only)
Section 2 Competitive Market Analysis
Lecture 3:
Chapter 3:
Chapter 19
w/b 25th January
The changing market environment
Twenty-first Century Marketing
Case 2
Lecture 4:
Chapter 6:
Chapter 18
w/b 1st February
Understanding the Organisation Resource Base
Corporate Social Responsibility
Case 3
Lecture 5:
Chapter 4:
Chapter 5:
w/b 8th February
Customer Analysis
Competitor Analysis
Case 4
Section 3 Identifying Current & Future Competitive Positions
Lecture 6:
Chapter 8:
Chapter 9:
Chapter 7:
w/b 15th February
Segmentation and positioning principles
Segmentation and positioning research
Forecasting future demand and market requirements
Case 5
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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Marketing Policy & Strategy MK312
Section 4 Competitive Positioning Strategies
Lecture 7:
Chapter 10
Chapter 11
w/b 22nd February
Selecting market targets
Creating Sustainable Competitive Advantage
Case Study 6
Lecture 8:
Chapter 12
Chapter 13
w/b 1st March
Competing through the new marketing mix
Competing through innovation
Case Study 7
Lecture 9:
Chapter 14
Chapter 15
w/b 8th March
Competing through Superior Service & Customer Relationships
Strategic Customer Management
Case Study 8
Section 5 Implementing the Strategy
Lecture 10:
Chapter 16
Chapter 17
w/b 15th March
Strategic Alliances and Networks
Strategy implementation and internal marketing
Case Study 9
Lecture 11:
w/b 22nd March
Case 10
COURSE REVIEW: Tuesday 30th March
Teaching ends for Easter and teaching is finished for the Semester on Wednesday, 31st
March, 2010.
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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