Module Details

Module Code: MGMT H4333
Module Title: Marketing Management
Title: Marketing Management
Module Level:: 8
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Deirdre Fleming
Domains:  
Module Description: The purpose of this capstone marketing module is to review, summarize, integrate and apply marketing strategy within the context of a digital Economy. The course will provide learners with a systematic framework for a solid foundation in fundamental marketing decision-making tools and planning.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically analyse the forces changing customer's behaviour journey such as digital technologies and social responsibility and assess their impact on marketing management both nationally and globally.
LO2 Analyse, evaluate and develop customer and market insights to inform strategy and planning on an agreed case company.
LO3 Write up fully justified marketing case company recommendations within a marketing plan framework.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Marketing Management in a Digital Era
Factors affecting the marketing function in a digital age, socially responsible marketing, holistic Marketing and the team/process approach.
Capturing Marketing Insights
Analysing a company's macro and micro environment, competitor analysis/routes to competitive advantage, analysing the industry, analysing consumer and business markets, drawing marketing insights from research data.
The Segmentation Process.
Primary and secondary segmentation, applying segmentation variables,targeting decisions.
Developing Marketing Strategies and Plans.
Steps in developing a Marketing Plan, overview of Pricing/Distribution/Product/Promotion strategies and tactics.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment30.00%
Project70.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Case Studies % of Total Mark 30
Timing Week 4 Learning Outcomes 1
Non-marked No
Assessment Description
Learners will be presented with a case study to analyse on socially responsible marketing or digital technology and marketing management. They will then complete an in-class case study exam.
Project
Assessment Type Project % of Total Mark 70
Timing End-of-Semester Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Learners will work in groups to choose a case company and capture customer and market insights to test the student’s comprehension and application of marketing knowledge and problem solving. Learners will draw insights from data gathered and develop a marketing plan to address issues and solve customer needs. Cross module assessment could also be used here.
No Practical
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Independent Learning Non Contact No Description Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.50 1.5
Independent Learning Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Phil T. Kotler,Mairead Brady,Malcolm Goodman,Kevin Lane Keller,Torben Hansen. Kotler: Marketing Management_p4, [ISBN: 9781292248448].
  • Philip Kotler,Kevin Lane Keller. (2016), Marketing Management, Prentice Hall, p.692, [ISBN: 0133856461].
  • John Fahy,David Jobber. Foundations of Marketing, [ISBN: 9780077167950].
Recommended Article/Paper Resources
  • Journal. Journal of Marketing Management.
  • Academy of marketing journal.
  • Industrial Marketing Management.
  • European Journal of Marketing.
Other Resources
Discussion Note: