Module Code Module Title : Strategic Marketing Core Module ISCED Pre-Requisite Co-Requisite Last Revision ECTS Credits Code Module Code(s) Module Code(s) Date June 2010 5 School: Marketing Module Authors: Dr. Aidan O’Driscoll, PhD, M Econ, BA (mod) Dr. Kevina Cody, PhD Module Description Strategic marketing seeks to deepen the student’s knowledge of marketing principles and practice from the perspective of the strategic management of the firm. It takes a resolute strategic perspective in order to comprehend the allocation and development of marketing resources in challenging market contexts. It analyses the complexity of marketing decision making at a senior level in the firm and encourages the student to understand the role of the marketing manager and, in a more integrated context, the work of the general manager. Module Aim Strategic marketing provides an important core module in the programme enabling the student to draw on and integrate various disciplines and subfields of marketing studied. The student will comprehend how the principles and practice of strategic marketing underpin the overall strategic management of the firm. Module Content From marketing to strategic marketing. Imperatives for market-driven strategy. Corporate, business, and marketing strategy. Challenges of a new era for strategic marketing. Markets, segments, and customer value. Markets and competitive space. Capabilities for learning about customers and markets. Strategic customer relationship management. Defining a business strategy from a customer’s point of view. The value proposition. The strategic market planning process. Market targeting and strategic positioning. Importance of competitive positioning decisions. Innovation and new product strategy. Market-driven programme development. Strategic brand management. Value chain strategy. Pricing strategy. Promotion, advertising, and sales promotion strategies. Sale force, internet, and direct marketing strategies. Implementing and managing market-driven strategies. Designing market-driven organisations. Importance of marketing metrics. Marketing performance management. Linking evaluation and control to broader company strategy. The internationalising firm. Globalisation versus localisation. Global issues for planning, implementation and control. Strategic market regeneration. Change and the learning organisation. Sustainable resource management. Sustainability and the triple bottom line.