MKTG06064 2016 Marketing portfolio and workshops

General Details

Full Title
Marketing portfolio and workshops
Transcript Title
Marketing portfolio and w/sho
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Aine Doherty, Catherine McGuinn
Programme Membership
SG_BINTE_H08 201600 Bachelor of Business (Honours) in International Marketing and Languages SG_BMARK_C06 201600 Higher Certificate in Business in Marketing SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMGE_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with German SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing SG_BSALE_B07 201900 Bachelor of Business in Business in Marketing and Sales

The aim of this module is to provide the learner with a mechanism to develop and demonstrate key marketing skills. The outcome will be that the individual will produce a portfolio of creative marketing exhibits that showcases their innovation and ability.

Learning Outcomes

On completion of this module the learner will/should be able to;


Demonstrate creativity in applied marketing


Draft a marketing campaign to maximise brand impact


Create an innovative design to improve the marketing of a product


Plan an integrated approach to maximise integrated marketing communication for a product or service

Teaching and Learning Strategies

Class lectures and workshops.

The use of guest lectures may be used to supplement lecturers.

Case studies will be a key learning tool.

Module Assessment Strategies

100% Continuous assessment.

Repeat Assessments

100% Continuous assessment

Indicative Syllabus

Creativity in marketing practice

-What is creativity

-The creative role of the marketer

-Creative leverage in marketing


Brand impact and marketing campaigns

-Brand values and identity

-Branding and marketing communication

-Planning, implementation & control


Design and product development-Planning

-Packaging and impact

-Design and consumer insight

-Colour and aesthetics


Integrated marketing communication-Impact

-Strategy development

-Marketing communication tools

-Managing impact

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Creativity Project Assessment 25 % Week 3 1
2 Integrated marketing planning Practical Practical Evaluation 25 % Week 6 2
3 Design Practical Performance Evaluation 25 % Week 9 3
4 Integrated marketing planning Practical Practical Evaluation 25 % Week 12 4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2007-08-13 Managing Marketing Taylor & Francis
ISBN 0750668989 ISBN-13 9780750668989

The newly qualified manager may well be equipped with the skills of the What of marketing and management, but not know the How. The practicing marketer is well served with guides on strategy, mainly of the four minute plan variety, but poorly served in terms of basic advice on implementing the strategy and plans.

This book is therefore designed to give clear guidance in managing the marketing function as a practical entity and allowing the new marketer to grasp how the theory can be applied to the job. Written by practitioners who are also active in the marketing education and training sectors it gives the reader a clear overview of-

*How the key areas of marketing knowledge can be made operationally effective
*How to make marketing practical and measurable
*A huge range of examples and vignettes illustrating best practice
*A truly international perspective

The book will be an invaluable toolkit for the newly qualified and newly appointed marketer trying to apply their knowledge of the theory

Recommended Reading
Integrated Marketing Communications Southwestern
ISBN 1133191428 ISBN-13 9781133191421
Recommended Reading
2011-06-01 The Ultimate Small Business Marketing Book Filament Publishing
ISBN 1905493770 ISBN-13 9781905493777

This book is written for you if you want to get to grips with your marketing but you need a helping hand. It's packed with powerful tips, proven tools and many real-life examples and case studies. If you're looking for commonsense marketing advice that you can implement immediately, you'll find it on every page. You'll learn how to: plan and review your marketing activities, write brilliant copy that generates sales, write sales letters that sells, effectively troubleshoot when your marketing is not delivering, make your website a magnet for visitors and loads more!

Recommended Reading
2015-12-05 Marketing Plan Template & Example: How to write a marketing plan CreateSpace Independent Publishing Platform
ISBN 1519712952 ISBN-13 9781519712950

Do you want to create a better marketing plan for your business which will ultimately result in better marketing and more customers for your business? If you do, then this book is for you. This book is written with entrepreneurs and small business owners in mind. If you are an entrepreneur or a small business owner, creating a marketing plan is very important because the better prepared you are, the better your marketing campaigns will do. In this book you get a marketing plan template and two examples of marketing plans. You also get practical advice on how to plan and fill out every section of a marketing plan document. Go ahead and get this book, and let's help you create better marketing plans which will improve your company's overall marketing success.

Module Resources

URL Resources