Module Code: |
H9MKMGMT |
Long Title
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Marketing Management
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Title
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Marketing Management
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Module Level: |
LEVEL 9 |
EQF Level: |
7 |
EHEA Level: |
Second Cycle |
Module Author: |
COLETTE DARCY |
Departments: |
School of Business
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Specifications of the qualifications and experience required of staff |
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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Learning Outcome Description |
LO1 |
Analyse the role & scope of marketing as an ideology & organisational function, its interrelationships with other organisational functions and its role within modern institutions. |
LO2 |
Assimilate, synthesise and apply key marketing concepts and techniques to management decision making. |
LO3 |
Acquire, analyse and interpret current marketing literature and research, as well as demonstrate a critical awareness of the appropriate context for applying this knowledge. |
LO4 |
Appraise market research approaches, undertake the relevant methodology & analysis and utilise knowledge concerning consumer behaviour & markets. |
LO5 |
Critically evaluate the influence of marketing actions on social processes and individual actors – including consideration of sustainability. |
Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Module Content & Assessment
Indicative Content |
The Context of Marketing Management
¿ The Origins & Evolution of Marketing
¿ Domestic & International Marketing Environments
¿ Models for Analysing Marketing Challenges
¿ Developing Marketing Strategies & Plans
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Implementation of Marketing Management
¿ Marketing Planning, Analysis & Decision-Making
¿ Marketing Information and Research
¿ Managing Customers & Markets
¿ Product & Brand Management
¿ New Product Development
¿ Pricing Strategies & Tools
¿ Integrated Communications Management
¿ E-marketing and Exploiting New Technologies
¿ Distribution Management & Supplier Networks
¿ International Marketing Management
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Assessment Breakdown | % |
Coursework | 100.00% |
AssessmentsFull Time
Coursework |
Assessment Type: |
Assignment |
% of total: |
100 |
Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4,5 |
Non-Marked: |
No |
Assessment Description: Learners will have to analyse, prepare and/or present a series of contemporary marketing case studies distributed over the course of the module. Each case study will address particular marketing issues pertaining to key contemporary topics addressed in class. |
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No End of Module Assessment |
Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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NCIRL reserves the right to alter the nature and timings of assessment
Module Workload
Module Target Workload Hours 0 Hours |
Workload: Full Time |
Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
Lecture |
Delivered in block format |
30 |
Per 15 week block |
2.00 |
Independent Learning |
No Description |
95 |
Per 15 week block |
6.33 |
Total Weekly Contact Hours |
2.00 |
Workload: Part Time |
Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
Lecture |
Delivered in block format |
30 |
Per 15 week block |
2.00 |
Independent Learning |
No Description |
95 |
Per 15 week block |
6.33 |
Total Weekly Contact Hours |
2.00 |
Module Resources
Recommended Book Resources |
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Philip Kotler, Kevin Lane Keller. (2012), Framework for Marketing Management, 5th. Pearson Education Limited, [ISBN: 9780273752516].
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Chuck Hemann, Ken Burbary. (2013), Digital Marketing Analytics: making sense of consumer data in a digital world, [ISBN: 0789750309].
| Supplementary Book Resources |
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Mullins, J., Walker, O. & Boyd, H., (2009) Marketing Management: A Strategic Decision-Making Approach, McGraw Hill..
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Hooley, G., Saunders, J. & Piercy, N., (2009), Marketing Strategy and Competitive Positioning, 4th Edition, Prentice Hall..
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Homburg, C, Kuester, S. &, Krohmer, H., (2008), Marketing Management: A Contemporary Perspective, McGraw Hill..
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Saren, M. et al (2008), Critical Marketing; Defining the Field, Butterworth Heinemann.
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Ranchhod, A. (2004), Marketing Strategies: A 21st Century Approach, Prentice Hall..
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McDonald, M. (2007), Marketing Plans, Sixth Edition: How to prepare them, how to use them, 6th Edition, Butterworth Heineman.
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Klein, N., (2004), No Logo, Picador..
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Heath, J. & Potter, A. (2006), The Rebel Sell: How the Counter Culture Became Consumer Culture, Capstone..
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Dhar. M., (2007) Brand Management 101: 101 Lessons from Real-World Marketing, Wiley..
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Scott, D.M., (2001), The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, Wiley..
| This module does not have any article/paper resources |
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This module does not have any other resources |
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