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:
Course Description &
Objectives
1.
Lectures/Class Discussions & Quizzes/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.
2.
Case Studies. Cases 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.
3.
Project. Further 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.
Office
Ext
E-mail
Room 304
2741
declan.fleming@nuigalway.ie
Room 303
2710
ann.torres@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
Name
Lecturers
All based in Cairnes
Building
Dr. Declan Fleming
Course Co-ordinator & Cases
Dr. Ann M. Torres
Discussion Group Facilitator
Times
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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Marketing Policy & Strategy MK312
Following successful completion of this course the student will be able to:
Overall Learning
Outcomes
Format
Programme

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.

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. Further details on Blackboard later.
3rd Year B. Commerce, Marketing Stream.
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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Marketing Policy & Strategy MK312
Case Studies
Course Material
The case studies have been specifically selected for the course from a variety of sources.
Details of the first group case study (Coors Beer) will be provided at the introductory session (Tuesday 11 th).
Remaining case studies will be available Week beginning 17th. Further details later on Blackboard.
1.
End of Year Examination

2.
Paper 1: Theory
20%
 Paper 2: Cases
Continuous Assessment
30%

Cases*
15%

Discussion**
15%
20%
100%
3. Project
Total
Assessment & Grading
* 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 (beginning 20th) 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, 12 noon 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!
Reading and Case Schedule
Lecture 1:
w/b 10th January Introduction to Marketing Policy & Strategy
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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Marketing Policy & Strategy MK312
NO Case Class this week.
Lecture 2:
w/b 17th January
Marketing
1. Levitt, T. (2004) ‘Marketing myopia’ Harvard Business Review, 82(7/8), pp. 138-149.
2. Star, S. H. (1989) ‘Marketing and its discontents’, Harvard Business Review, 67(6), pp. 148-154.
Case 1
20th Thursday Case Study Class COORS BEER (Thursday for this week only)
Lecture 3:
w/b 24th January
Product
3. Comstock, B., Gulati, R. and Liguori, S. (2010) ‘Unleashing the power of marketing’, Harvard Business Review, 88(10), pp.
90-98.
4. Shankar, V. Berry, L.L. and Dotzel, T. (2009) ‘A practical guide to combining products and services’, Harvard Business
Review, 87(11), pp. 94-99.
Case 2
Lecture 4:
w/b 31st January
Price
5. Bertini, M., Wathieu, L (2010) ‘How to stop customers fixating on price’, Harvard Business Review, 8(5), pp. 84-91.
6. Mohammed, R. (2011) ‘Ditch the discounts’, Harvard Business Review, 89(1/2), pp. 23-25.
Case 3
Lecture 5:
w/b 7th February
Place
7. Elberse, A. (2008) ‘Should you invest in the long tail?’, Harvard Business Review, 86(7/8), pp. 88-96.
8. New, S. (2010) ‘The transparent supply chain’, Harvard Business Review, 88(10), pp. 76-82.
Case 4
Lecture 6:
w/b 14th February
Promotion
9. Hoffman, D.L. and Novak, T. P. (2000) ‘How to acquire customers on the web’, Harvard Business Review, 78(3), pp. 179188.
10. Edelman, D.C. (2010) ‘Branding in the digital age’, Harvard Business Review, 88(12) pp. 62-69.
Case 5
Lecture 7:
w/b 21st February
Case 6
Lecture 8:
w/b 28th February
Case 7
Lecture 9:
w/b 7th March
Project due Tuesday, 8th of March
Case 8
Lecture 10:
w/b 14th March
Case 9
Lecture 11:
w/b 21st March
Case 10
COURSE REVIEW: Tuesday 28th March
Teaching ends for Easter and teaching is finished for the Semester on Saturday, 31 st March, 2010.
[Dr. Declan Fleming] [Dr. Ann M. Torres]
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