Module Title:Marketing Management
Language of Instruction:English
Credits: 10
NFQ Level:8
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: 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
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
The Segmentation Process.
• Primary and secondary segmentation. • Applying segmentation variables • Targeting decisions.
Analyzing your business customer.
• Application of consumer/business insights
Developing Marketing Strategies and Plans.
• Steps in developing a Marketing Plan • Applications of Marketing Plans • Pricing/Distribution/Product/Promotion tactics
Overview of Branding
• Brand audit process • Brand equity theories • Strategic Branding Decisions • Product Brand Extensions
Positioning your Brand
• 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 Assessment30.00%
End of Module Formal Examination40.00%
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
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

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture 30 Weeks per Stage 3.00
Independent Learning Every Week 4.00
Total Hours 94.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Every Week 2.00
Total Hours 3.50

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHMKT_B Bachelor of Business (Honours) in Marketing 4 Mandatory