The case study method will be used through out this module to apply the learner’s marketing knowledge to different challenges that arise in the work of a marketing manager. Learners will also be required to present, justify and defend their recommendations in class debates on case study work. Brand management decisions will be taught through learners producing a brand audit of an under- performing brand and reviewing their learning experience. Industry speakers and past learners will also be used to highlight industry practice.
Module Aim:
The purpose of this capstone marketing course is to review, summarize, integrate and apply
marketing management and marketing strategy. The course will provide learners with a systematic framework for understanding marketing management and strategy and a solid foundation in fundamental marketing decision-making tools and management of all of the elements of the marketing plan.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Research and critically analyze the competitive marketing environment of a company.
LO2
Apply the segmentation process model in order to optimize a company’s resources
LO3
Design a marketing plan and write up fully justified marketing case study recommendations.
LO4
Compare and contrast the application of brand equity theories and their usefulness to a brand manager.
LO5
Evaluate key marketing concepts, theories and techniques for analysing a variety of marketing situations and formulating marketing strategies;
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed
Module Content & Assessment
Indicative Content
Marketing Management in the 21st Century.
• The work of a marketing manager.
• Factors affecting the marketing function.
• Team/Process approach
• Marketing in a digital age
The Competitive Business Environment.
• Competitor analysis/Routes to competitive advantage
• Analysing the industry
• Strategies for Market Leaders/Challengers
• Points of difference.
• Basis for differentiation
• Branding decisions through the Product Life Cycle
Creating long term loyalty relationships
Building customer value, Satisfaction and Loyalty, Customer relationship management, customer databases and database marketing.
Developing Pricing Strategies
Understanding Pricing. Setting the Price, Adapting the price, Initiating and responding to price changes.
Designing and Managing integrated marketing channels
The role of marketing channels, channel design decisions, channel management decisions. E commerce practices
Assessment Breakdown
%
Continuous Assessment
30.00%
Project
30.00%
End of Module Formal Examination
40.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Case Studies
These case studies will be in depth enough to test the student’s comprehension and application of marketing knowledge. They will provide the student team with scope to problem solve and justify their solutions
1,2,3
20.00
Week 8
Other
Students will be provided with comprehensive criteria on how class contribution will be evaluated.
5
10.00
n/a
Project
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Students will work in pairs and complete primarily secondary research of an under performing brand of their choice. A poster session will be used to present the group’s findings and recommendations.
3,4
30.00
Sem 1 End
No Practical
End of Module Formal Examination
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Formal Exam
No Description
1,2,3,4,5
40.00
End-of-Semester
SETU Carlow Campus reserves the right to alter the nature and timings of assessment