Module Details

Module Code: MGMT7045
Title: Marketing Management
Long Title: Marketing Management
NFQ Level: Intermediate
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 1 programme(s)
Module Description: This module introduces students to the range of marketing management issues that arise within organisations, providing a thorough understanding of strategic marketing issues. This module develops the critical evaluation skills of students in the application of marketing strategies to real life scenarios.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss the importance of effective environmental analysis and market segmentation to achieving a superior customer and competitor focus.
LO2 Analyse the role of marketing management theories to compete effectively in the business environment.
LO3 Identify emerging marketing concepts in the ever changing business environment.
LO4 Apply marketing theories and practices to the marketing environment of product and service companies.
LO5 Analyse the different organisation approaches to developing a marketing strategy.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Defining Marketing for the 21st Century
The changing role of marketing in today's dynamic environment. Evaluate different strategies which could create a superior customer and competitor focused company. Analyse the importance of creating customer value, satisfaction and loyalty. Assess and examine different variables to segment the market.
Marketing Management Strategy.
Marketing management and relationship marketing. Product policy and development. New product development. Product life cycle. Pricing objectives and strategies. Price and non price competition. Marketing channels and logistics.
Market Analysis
Components of a modern marketing information system. Examine the role of information and the changing methods of collecting and delivering information. Analyse today's consumer and the different influences on the consumer decision making process. Examine the context in which e-marketing operates. Understand the dynamics of the business buying process.
Marketing Strategy Formulation
Develop future marketing strategies through a target market evaluation and through the use of product, price, place, promotion and people. The nature of services and the services environment. The extended marketing mix for services. Measuring service quality.
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 40
Timing Week 8 Learning Outcomes 1,2,3
Assessment Description
Students will be required to participate in a group project on a practical marketing case study.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
End-of-Semester Final Examination
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.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class Lecture Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Directed Study and Independant Reading Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class Lecture Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Directed Study and Independant reading Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Philip Kotler, Kevin Keller. (2011), Marketing Management, 14 Ed.. Prentice Hall, p.816, [ISBN: 0132102927].
  • David W. Cravens, Nigel F. Piercy.. (2012), Strategic marketing, New York; McGraw-Hill, [ISBN: 0078028906].
Supplementary Book Resources
  • Sally Dibb. (2012), Marketing Concepts and Strategies. Sally Dibb ..., 6th. Cengage Learning, p.320, [ISBN: 1408064324].
  • John Fahy. (2012), Foundations of Marketing, Euro Eds Originals, p.432, [ISBN: 0077137019].
  • David W. Cravens, Nigel F. Piercy.. (2012), Strategic marketing, New York; McGraw-Hill, [ISBN: 0078028906].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BMNGT_7 Bachelor of Business in Management 4 Mandatory