Module Details

Module Code: MKTG_1
Module Title: Marketing Management
Title: Marketing Management
Module Level:: 7
Credits:: 5
Module Coordinator: Janette Davies
Module Author:: Edel Glowatz
Domains:  
Module Description: To provide the learner with a framework to analyse and examine the many challenges faced in a dynamic marketing environment. Learners will progress their understanding of marketing theory and concepts to a strategic level. Applied tasks will develop critical thinking, analytical and decision-making skills whilst using an interdisciplinary approach to problem solving.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Develop a marketing plan for an organisation by adopting the necessary framework and skills required for successful implementation and measurement.
LO2 Apply the main concepts of marketing management; traditional and emerging, to achieve marketing objectives in a dynamic and competitive environment.
LO3 Evaluate and apply the tools and frameworks within marketing management to implement marketing strategies.
LO4 Make ethical and socially responsible strategic marketing decisions based on measured analysis.
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
Understanding Marketing Management
• The marketing philosophy • Overview of marketing management • The scope of marketing • Core marketing concepts • Types of markets • Major societal forces • Emerging trends in marketing • Marketing ethics and Corporate Social Responsibility (CSR)
Developing Marketing Strategies and Plans
• Corporate and Divisional planning • Defining the Business • Assessing Growth Opportunities • Goal Formulation • Programme Formulation, Implementation and Measurement • Developing The Marketing Plan
Branding and Brand Management
• The role of brands • Strategic brand management • Creating and managing brand identities • Individual and house brands • Brand extensions • Brand portfolios • Brand reinforcement and revitalisation • Managing brand equity.
Marketing Communications Mix
• Managing an integrated communications mix • Developing an advertising programme • Sales promotion decisions • Managing events • Experience and press relations • Direct marketing • Digital Marketing • Campaign measurement and evaluation.
Business to Business Marketing
• Organisational buying • Business market versus consumer market • Participants in the buying process • The buying centre • Influencers • The purchase procurement process • Stages in the buying process • Managing business to business relationships.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment30.00%
Project70.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Other % of Total Mark 30
Timing n/a Learning Outcomes 2,3,4
Non-marked No
Assessment Description
In class test, presentation or group case analysis to analyse and recommend strategies for a selected organisation.
Project
Assessment Type Project % of Total Mark 70
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Individually students will develop a marketing plan for a chosen organisation.
No Practical
No End of Module Formal Examination
Reassessment Requirement
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.

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 Marketing Management 12 Weeks per Stage 3.00 36
Independent Learning Non Contact Marketing Management 15 Weeks per Stage 5.93 89
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 Marketing Management 12 Weeks per Stage 1.50 18
Independent Learning Non Contact Marketing Management 15 Weeks per Stage 2.97 44.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Kotler, P. Keller. K. Brady, M. Goodman, M. Hansen, T.. (2019), Marketing Management, 4th. Pearson Education, p.1022, [ISBN: 9780273743613].
Supplementary Book Resources
  • John Westwood. (2019), How to Write a Marketing Plan, 6th. Kogan Page, p.192, [ISBN: 9780749484835].
  • Dietrich, D and Livingston, G.. (2012), Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, Que, Indianapolis, [ISBN: 9780789749178].
  • Mullins, J. and Walker, O.. (2012), Marketing Management: A Strategic Decision-Making Approach, 8th. McGraw Hill Education., London, [ISBN: 9780071819503].
  • Winer, R and Dhar, R.. (2013), Marketing Management: International Edition, 4th. Pearson Education Ltd., New York, [ISBN: 9781292023410].
This module does not have any article/paper resources
Other Resources
Discussion Note: