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)
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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
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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.
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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.
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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.
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SETU Carlow Campus reserves the right to alter the nature and timings of assessment
Module Resources
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Recommended Book Resources |
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Kotler, P. Keller. K. Brady, M. Goodman, M. Hansen, T.. (2019), Marketing Management, 4th. Pearson Education, p.1022, [ISBN: 9780273743613].
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Supplementary Book Resources |
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John Westwood. (2019), How to Write a Marketing Plan, 6th. Kogan Page, p.192, [ISBN: 9780749484835].
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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].
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Mullins, J. and Walker, O.. (2012), Marketing Management: A Strategic Decision-Making Approach, 8th. McGraw Hill Education., London, [ISBN: 9780071819503].
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Winer, R and Dhar, R.. (2013), Marketing Management: International Edition, 4th. Pearson Education Ltd., New York, [ISBN: 9781292023410].
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This module does not have any article/paper resources |
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Other Resources |
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Kotler online resources,
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The Marketing Institute,
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Social Media Examiner,
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Marketing and media matters,
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Emerald Insight Database,
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Harvard Business Review,
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