Module Code: H8MKMGT
Long Title Marketing Management
Title Marketing Management
Module Level: LEVEL 8
EQF Level: 6
EHEA Level: First Cycle
Credits: 10
Module Coordinator: Danielle Mc cartan-Quinn
Module Author: Patricia Maguire
Departments: School of Business
Specifications of the qualifications and experience required of staff

Level 9 or equivalent qualification or relevant industry experience. A track record of teaching in a higher institution.  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Evaluate the role & scope of marketing as an ideology & organisational function, its interrelationships with other organisational functions and its role within modern institutions.
LO2 Critically evaluate current marketing texts and literature and demonstrate an appreciation for the appropriate context for applying this knowledge in terms of class presentations and assignments.
LO3 Investigate the internal and external factors that affect strategic marketing decisions in businesses including market fundamental measures on how to analyse performance in industry
LO4 Analyse and critically evaluate case study material to support marketing decision making, as well as assess the applicability of key marketing concepts and techniques to particular marketing issues and challenges.
LO5 Formulate, design, and implement relevant programmes of investigation in response to marketing problems.
LO6 Evaluate the role of brands, innovation, integrated marketing communications, pricing, relationships and services in creating value for customers.
LO7 Evaluate the influence of marketing actions on social processes and individual consumers including how they make decisions and how behaviours are sometimes irrational and unpredictable.
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).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements

As per programme requirements. 
 

Module Content & Assessment

Indicative Content
INTRODUCTION TO MARKETING MANAGEMENT
Understanding markets Types of Markets The Marketing Philosophy The Marketing Mix
STRATEGIC MARKETING PLANNING
Strategic Planning – Macro & Micro Frameworks Models to Evaluate Business Market Fundamentals The Rise of Artificial Intelligence
THE RISE OF THE INTERNET, SOCIAL MEDIA & FAKE NEWS
Internet and Social Media Platforms News Consumption, Fake News, Conspiracy Theories Impact Nature of Data Breaches on Business Digital Marketing Effects
INVESTING IN BUSINESS, IPOS, VALUE CHAIN ANALYSIS & SURVEYS
Investing in Businesses IPOS, Unicorn Start-ups, M&A Activity, Industry Consolidation Porters Value Chain Analysis
THE CUSTOMER, THE INDIVIDUAL & COMPETITOR ANALYSIS
Marketing to Generations Customer Perception and Brand Recognition Cognition and How We Learn & the Impact of Sleep The Research Cycle and the Use of Surveys
STRATEGIES TO CREATE SUSTAINABLE COMPETITIVE ADVANTAGES
The Art of War – Sun Tzu Strategies for Market Leaders to Expand Strategies for Market Leaders to Defend Strategies for Challengers to Expand
SEGMENTATION, TARGETING & POSITIONING PRINCIPLES
STP determining Market Attractiveness Devising & Implementing Targeting Strategy Approaches for Competitive Positioning
COMPETITIVE MARKETS & CUSTOMER SERVICE
Red and Blue Ocean Environments Porters Generic Strategies for Competition Marketing Myopia Concept
Assessment Breakdown%
Coursework50.00%
End of Module Assessment50.00%

Assessments

Full Time

Coursework
Assessment Type: Continuous Assessment % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,5,6,7
Non-Marked: No
Assessment Description:
The continuous assessment will consist of a project where participants are required, either in the group or individually, to critically evaluate a company or brand. This will include a comprehensive audit report, a critique on the business model, the use of a survey to approve/reject hypotheses, use and implementation of models introduced in the course material as well as a comprehensive review of any disruptive innovation engaged in by the competition. The group will be required to present their work either in class or via video presentation.
End of Module Assessment
Assessment Type: Terminal Exam % of total: 50
Assessment Date: End-of-Semester Outcome addressed: 1,2,3,4,5,6,7
Non-Marked: No
Assessment Description:
End-of-Semester Final Examination will feature five questions reflecting the scope of the syllabus and required academic level. Typically this will be an open book exam with students expected to pre-prep material All material on the syllabus, which has been covered in lectures and tutorials, is in scope.
No Workplace Assessment
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.

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 Classroom and demonstrations 36 Per Semester 3.00
Tutorial Mentoring and small-group tutoring 12 Per Semester 1.00
Independent Learning Independent learning 202 Per Semester 16.83
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • Kotler P., Kelly, K.L., Brady, M., Goodman, M. & Hansen, T. (2019), Marketing Management, 4th European Edition. Prentice Hall.
  • Mullins, J., Walker, O. & Boyd, H. (2012), Marketing Management: A Strategic Decision Making Approach, McGraw Hill.
  • Solomon, M. R. (2019), Consumer Behaviour:  Buying, Having and Being, Global Edition,13th ed. Pearson.
Supplementary Book Resources
  • Kotler P., Armstrong, G. (2018), McGraw- Hill, Pearson.
  • Ries, A., Kotler P., Trout, J. (2001), Positioning:  The Battle for Your Mind, McGraw- Hill.
This module does not have any article/paper resources
Other Resources
  • [Website], http://www.irishtimes.com/business.
  • [Website], http://www.independent.ie/business/.
  • [Website], www.ft.com.
  • [Website], www.economist.com.
  • [Website], http://businessandfinance.com/.
  • [Website], www.wsj.com.
Discussion Note: