MKTG08013 2016 Marketing Planning

General Details

Full Title
Marketing Planning
Transcript Title
Marketing Planning
N/A %
Subject Area
MKTG - Marketing
BUS - Business
08 - NFQ Level 8
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Marie Moran, Angela Bartlett
Programme Membership
SG_BBUSS_K08 201600 Bachelor of Business (Honours) in Business in Business accs 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_BINTE_H08 201900 Bachelor of Business (Honours) in International Marketing and Languages SG_BMARK_H08 202000 Bachelor of Business (Honours) in Marketing SG_BBUSI_K08 202100 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BINTE_H08 202100 Bachelor of Business (Honours) in International Marketing and Languages SG_BBMTS_K08 202100 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BGENE_K08 202100 Bachelor of Business (Honours) in Business in General Stream (Add-on) SG_BHRMS_K08 202100 Bachelor of Business (Honours) in Business in HRM Stream (Add-on)

This module will provide students with a comprehensive knowledge of marketing management theory to develop skills in critically evaluating, formulating and interpreting marketing policy.  It focuses on the major issues associated with the effective implementation of marketing strategies and develops the critical evaluation skills of students in the application of marketing strategies to real life scenarios. 

Learning Outcomes

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


Critically evaluate the competitive environment


Apply marketing theories and models in shaping the market offering, including product strategy and pricing strategy


Critically assess the role of marketing channels


Design and manage integrated marketing communications


Apply marketing theories, models and practices in real life case studies

Teaching and Learning Strategies

Lecturers, Tutorials, In-class discussion, Presentations, Role play and 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

Indicative Syllabus

Dealing with Competition

  • Brief overview of Porter's Five Forces, identifying and analysing competitors
  • Designing competitive strategies for market leaders, challengers, followers and nichers
  • Balancing competitor-centered and customer-centered companies

Setting Product and Services Strategy

  • Product characteristics, classifications and differentiations
  • Application of the product life cycle, new product development strategy, packaging
  • Nature and characteristics of services, marketing strategies for services

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)


Developing Pricing Strategies and Programmes


  • Understanding pricing objectives and strategies (pricing process, new-product pricing strategies, price-adaptation strategies, initiating and responding to price changes)
  • The impact of the internet on pricing

Designing and Managing Marketing Channels

  • The nature and importance of marketing channels, channel-design decisions, channel management decisions

Designing and Managing Integrated Marketing Communications

  • The role of marketing communications, developing effective communications, managing the integrated marketing process
  • Managing and evaluating mass communications (advertising, sales promotion, events and public relations)
  • Managing and evaluating personal communications (direct marketing, including social media and personal selling)

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
2 Role play Formative Assessment - % OnGoing
3 Multiple Choice Questions Formative Assessment - % OnGoing
4 Assessment 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 Year 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified lecture 3 Weekly 3.00
Tutorial Flat Classroom 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

Part Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 3 Weekly 3.00
Total Part Time Average Weekly Learner Contact Time 1.00 Hours

Required & Recommended Book List

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

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Recommended Reading
2015-01-09 Principles of Marketing (16th Edition) Prentice Hall
ISBN 0133795020 ISBN-13 9780133795028

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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, Sloan Management Review, European Journal of Marketing, Irish Marketing Review)

Various magazines (Marketing Age, Business Week)

Various websites (,,,,,,,,

Various Case Studies and Reports.

Additional Information