| Long Title: | Marketing Management |
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| Language of Instruction: | English |
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| Field of Study: |
Marketing and advertising
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| Module Coordinator: |
Sinead O'Sullivan |
| Module editor: |
Sinead O'Sullivan |
| Teaching and Learning Strategy: |
This module will be delivered through a combination of class-based lectures, case studies, video, written project individual presentation and final examination. |
| Learning Environment: |
Learning will take place in a classroom environment and/or an IT laboratory where applicable. Learners will have access to research and library resources, both physical and electronic, and to faculty outside of the class time where required. Module materials and related resources will be placed on Moodle, the College’s virtual learning environment. |
| Module Description: |
The aim of this module is to provide learners with specialised marketing and problem-solving skills that can be employed to address current managerial concerns, as well as linking academic texts and theories with the realities of the global business environment. |
| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| LO1 |
LO 1. Evaluate the role & scope of marketing as an ideology & organisational function, its interrelationships with other organisational functions and its role within modern institutions. |
| LO2 |
LO 2. 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 |
LO 3. Investigate the internal and external factors that affect strategic marketing decisions. |
| LO4 |
LO 4. 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 |
LO 5. Formulate, design and implement relevant programmes of investigation in response to marketing problems, |
| LO6 |
LO 6. Evaluate the role of brands, innovation, integrated marketing communications, pricing, relationships and services in creating value for customers. |
| LO7 |
LO 7. Evaluate the influence of marketing actions on social processes and individual actors – including consideration of sustainability. |
| LO8 |
LO 8. Rationalise and defend their ideas in relation to strategic marketing decisions in both Business to Business (B2B) and Business to Consumer (B2C) contexts |
| Pre-requisite learning |
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 |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
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| No requirements listed |
Module Content & Assessment
| Indicative Content |
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Understanding Marketing Management
Understanding Marketing Management
Marketing Orientation & Competitive Advantage
Resourced Based View of Marketing
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Strategic Marketing Planning
Business Missions
The Marketing Strategy Process
Designing Core Strategy & Competitive Positioning
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Marketing Environment
Framework for Macro Environment Analysis
Frameworks for Micro Environment Analysis
Industry Evolution & Forecasting
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Customer & Competitor Analysis
Marketing Research Process
Dimensions of Competitor Analysis
Competitive Benchmarking
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Segmentational, Targeting & Positioning Principles
Principles of Market Segmentation & Competitor Positioning
Determining Target Market Attractiveness
Devising & Implementing Targeting Strategies
Approaches for Competitive Positioning
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Creating Sustainable Competitive Advantage
Generic Routes to Competitive Advantage
Defensive & Offensive Competitive Strategies
Challenges for Maintaining Competitive Advantage
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Competitive Advantage & the Marketing Mix
The Innovation & the Product Development Process
Pricing Strategies
Promotional Strategies
Distribution Strategies
The Extended Marketing Mix
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Competing Through Superior Customer Service
Relationship Marketing
Providing Superior Customer Service
Strategic Customer Management
Networks, Alliances & Strategic Collaboration
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Teaching methodology
This module will be delivered through a combination of class-based lectures, case studies, video, written project individual presentation and final examination.
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| Assessment Breakdown | % |
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| Coursework | 50.00% |
| End of Module Assessment | 50.00% |
Full Time
| Coursework |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Project (0050) |
Learners will be expected to complete a large scale project which will centre on contemporary marketing issues reflecting the breadth and academic level of the module. The assessment will be practical in nature, but embedded using the theories and frameworks studied in class. Formative feedback will feature during tutorials which will be exclusively employed to ensure student groups are on target and meeting scheduled milestones throughout the semester. Group presentations will also feature to ensure that students are working to the brief and on target, however, presentations will be graded and scores are attributed to the students’ final grade. |
1,2,3,4,5,6,7,8 |
50.00 |
n/a |
| End of Module Assessment |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Terminal Exam |
End-of-Semester Final Examination will feature five questions reflecting the scope of the syllabus and required academic level. There will be an equitable balance of applied and theoretical centred questions to ensure all learning outcomes are met. |
1,2,3,4,5,6,7,8 |
50.00 |
End-of-Semester |
| 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.
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NCIRL reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
No Description |
3 |
Every Week |
3.00 |
| Tutorial |
No Description |
1 |
Every Second Week |
0.50 |
| Independent Learning |
No Description |
17 |
Every Second Week |
8.50 |
| Total Hours |
21.00 |
| Total Weekly Learner Workload |
12.00 |
| Total Weekly Contact Hours |
3.50 |
| Workload: Part Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
No Description |
4 |
Every Week |
4.00 |
| Total Hours |
4.00 |
| Total Weekly Learner Workload |
4.00 |
| Total Weekly Contact Hours |
4.00 |
Module Resources
| Recommended Book Resources |
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- Kotler P., Kelly, K.L., Brady, M., Goodman, M. & Hansen, T., (2009) Marketing Management 1st European Edition, Prentice Hall., na
- Murray, J.A. & O’Driscoll, A., (1999), Managing Marketing; Concepts and Irish Cases, 2nd Edition, Gill & Macmillan, na
| | Supplementary Book Resources |
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- Mullins, J., Walker, O. & Boyd, H., (2009) Marketing Management: A Strategic Decision-Making Approach, McGraw Hill, na
- Hooley, G., Saunders, J. & Piercy, N., (2009), Marketing Strategy and Competitive Positioning, 4th Edition, Prentice Hall., na
- Brassington, F. & Pettitt, S., (2006), Principles of Marketing, 4th Edition, Prentice Hall., na
- McDonald, M., (2007), Marketing Plans: How to Prepare Them – How to Use Them, 6th Edition, Butterworth Heinemann., na
- Doyle, P. & Stern, P., (2006), Marketing Management & Strategy, 4th Edition, Prentice Hall., na
- Kotler, P., Armstrong, G., Wong, V. & Saunders, J., (2004), Principles of Marketing, European Edition, Prentice Hall., na
- Ries, A. & Trout, J, (2001), Positioning: The Battle for Your Mind, 2nd edition, McGraw-Hill Professional., na
- Klein, N., (2004), No Logo, Picador, na
- Walker, R., (2008), I’m With the Brand: The Secret Dialogue Between What We Buy and Who We Are, Constable Publishing, na
- Heath, J. & Potter, A. (2006), The Rebel Sell: How the Counter, na
| | 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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Module Delivered in
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