MKTG07078 2016 Marketing Management

General Details

Full Title
Marketing Management
Transcript Title
Marketing Management
N/A %
Subject Area
MKTG - Marketing
BUS - Business
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Angela Bartlett
Programme Membership
SG_BEMBE_G07 201600 Bachelor of Business in Embedded award of BB Ab-initio L8 SG_BBUSI_H08 202100 Bachelor of Business (Honours) in Business L8 (Ab-initio)

This module will provide students with a comprehensive knowledge of marketing management theory to develop skills in critically evaluating, formulating and interpreting marketing policy.  There will be a focus on strategic analysis, planning, implementation and control, through the use of various tools and techniques, to lead to success in a dynamic marketplace. The importance of gathering marketing intelligence will allow the student to explore the process of marketing decision-making, and the use of case studies, lectures, presentations, role play and discussion will enable the student to apply marketing theory to a wide range of problems.

Learning Outcomes

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


Illustrate the role of marketing practice in modern business


Show critical, analytical and diagnostic skills within the overall marketing framework


Analyse the market, develop strategies, deliver and manage successful marketing programmes regardless of size of organisation, type of business activity and business orientation.


Critically evaluate the importance of gathering and interpreting marketing intelligence


Evaluate the role of customer relationships, brands and segmentation in the marketing process


Apply marketing theories, models and practices in real life scenarios

Teaching and Learning Strategies

Lecturers, Tutorials, In-class discussion, Presentations, Role play Case studies

Module Assessment Strategies

Final Exam 60%

Continuous Assessment 40% (may include one or more of the following: Presentations, Projects, Role play, Case studies, Multiple choice questions, Short questions, Essays, Open book exams)

Repeat Assessments

Reassessment of this module will consist of a repeat examination and/or repeat coursework

Module Dependencies

MKTG06010 200900 Principles of Marketing

Indicative Syllabus

The Role of Marketing Management in an Organisation

  • Overview of the fundamental marketing concepts
  • Philosophies of marketing
  • The evolving role of marketing in organisations
  • Contemporary issues (green marketing, consumer insights, globalisation, demographics)

Developing Marketing Strategies and Plans

  • Marketing and customer value (Value delivery process, Porter's Value Chain, Core competencies)
  • Corporate and Division Strategic Planning (defining the mission, establishing SBU's, assigning resources to SBU's using tools like BCG, GE model, etc, and assessing growth opportunities using the strategic planning gap analysis, Ansoff's product expansion)
  • Business unit strategic planning (7 steps, including SWOT, Porter's Generic Strategies, strategic alliances, McKinsey's 7S's)
  • Product planning (marketing plan)

Gathering Marketing Intelligence

  • Gathering information and scanning the environment (marketing information system, analysing the macro environment)
  • Conducting marketing research (marketing research process)
  • Marketing metrics (measuring marketing effectiveness)

Creating Customer Value, Satisfaction and Loyalty

  • Building customer value, satisfaction and loyalty (customer relationship management)
  • Analysing consumer markets
  • Analysing business markets

Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers

  • Levels of market segmentation
  • Segmenting consumer markets and business markets
  • Target marketing
  • Positioning strategies

Building Strong Brands and Crafting the Brand Positioning

  • Creating brand equity (what it is, how to build, measurement, brand management)
  • Developing and communicating a positioning strategy (positioning, differentiation strategies, product life cycle strategies)

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Continuous Assessment UNKNOWN 40 % OnGoing 1,2,3,4,5,6
2 Multiple choice questions Formative Assessment - % OnGoing
3 Role play Formative Assessment - % OnGoing
4 Short questions Formative Assessment - % OnGoing

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam UNKNOWN 60 % End of Term 1,2,3,4,5,6

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified lecture 3 Weekly 3.00
Tutorial Not Specified tutorial 1 Weekly 1.00
Independent Learning UNKNOWN Self Study 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2011-02-18 Marketing Management (14th Edition) Prentice Hall
ISBN 0132102927 ISBN-13 9780132102926

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.


Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in todays marketing theory and practice.


Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglabPearsons online tutorial and assessment platform.

Recommended Reading
2011-02-06 Principles of Marketing (14th Edition) Prentice Hall
ISBN 0132167123 ISBN-13 9780132167123

Learn how to create value and gain loyal customers.


Todays marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.


The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.

Module Resources

Non ISBN Literary Resources



Other Resources


 Library Databases (Emerald, Infotrac, Science Direct)

Various Journals (Harvard Business Review, Irish Marketing Journal, McKinsey Quarterly, Journal of Marketing, Sloane Management Review, European Journal of Marketing, Irish Marketing Review)

Various magazines (Marketing Age, Business Week)

Various websites (,,,,,,,,

Various Case Studies and Reports.

Additional Information