Module Code: H9MKMGMT
Long Title Marketing Management
Title Marketing Management
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 5
Module Coordinator:  
Module Author: COLETTE DARCY
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# 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).

No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

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
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
Assessment Breakdown%
Coursework100.00%

Assessments

Full 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.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

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
  • Philip Kotler, Kevin Lane Keller. (2012), Framework for Marketing Management, 5th. Pearson Education Limited, [ISBN: 9780273752516].
  • Chuck Hemann, Ken Burbary. (2013), Digital Marketing Analytics: making sense of consumer data in a digital world, [ISBN: 0789750309].
Supplementary Book Resources
  • Mullins, J., Walker, O. & Boyd, H., (2009) Marketing Management: A Strategic Decision-Making Approach, McGraw Hill..
  • Hooley, G., Saunders, J. & Piercy, N., (2009), Marketing Strategy and Competitive Positioning, 4th Edition, Prentice Hall..
  • Homburg, C, Kuester, S. &, Krohmer, H., (2008), Marketing Management: A Contemporary Perspective, McGraw Hill..
  • Saren, M. et al (2008), Critical Marketing; Defining the Field, Butterworth Heinemann.
  • Ranchhod, A. (2004), Marketing Strategies: A 21st Century Approach, Prentice Hall..
  • McDonald, M. (2007), Marketing Plans, Sixth Edition: How to prepare them, how to use them, 6th Edition, Butterworth Heineman.
  • Klein, N., (2004), No Logo, Picador..
  • Heath, J. & Potter, A. (2006), The Rebel Sell: How the Counter Culture Became Consumer Culture, Capstone..
  • Dhar. M., (2007) Brand Management 101: 101 Lessons from Real-World Marketing, Wiley..
  • 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
This module does not have any other resources
Discussion Note: