Module Title:Management and Marketing
Language of Instruction:English
Credits: 10
NFQ Level:8
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: Learners will be exposed to theory and practice of management and marketing through exposure to and study of academic materials (texts, journals etc.) and industry practice materials (case studies, live case examples, industry reports etc.). Classes will be tutorial in nature where learners will be expected to actively engage with module materials (online & offline), problem solving exercises and participate in class discussion and debate. Learners will be encouraged to self-reflect. Learners will receive formative feedback.
Module Aim: The aim of this module is to provide the learner with an understanding of the principles and practice of Management and Marketing in the Brewing and Distilling industry. Learners should be able to identify and develop solutions to marketing problems which demonstrate an ability to apply the principles of marketing , that are customer focused, based on sound market analysis and supported by appropriate market research.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Select the appropriate models and techniques for evaluating and drawing strategic conclusions about the future of the the Brewing and Distilling Industry
LO2 Examine the key managerial functions in a business
LO3 Define the concept of Marketing and it’s role in the new product design process.
LO4 Utilise market research techniques to support new product development and marketing mix strategy that are customer focused.
LO5 Apply segmentation, targeting and positioning in the brewing and distilling industry
LO6 Assess and apply the ethical considerations of Alcohol Marketing
LO7 Demonstrate a clear understanding of the role of marketing planning in brewing and distilling Tourism businesses. Understand the role of destination marketing as it applies to the brewing and distilling tourism industry
LO8 Formulate and present a Marketing Strategy for a product
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
Introduction to Management
Nature and Importance of Management The Functions of Management Management Levels Management Skills The Brewing and Distilling Context
The Business Environment
The Macro Environment The Task Environment Competitive Analysis Managing the External Environment
Introduction to Marketing – Creating Customer Value and Satisfaction
Marketing defined; Marketing concept and it’s evolution; Role of marketing in the new product design process; Ethical Issues in marketing
Understanding Consumer Behavior
Characteristics of Consumer Markets; The consumer decision making process and influences; The impact of the digital environment on consumer behaviour Consumer Insights in the Brewing and Distilling Market
Target Marketing and Positioning
Segmentation; Targeting; Positioning and Repositioning
Market Research and Information Systems
The Marketing Information System; Consumer Insights; The Marketing Research Process; Market Research methods - Qualitative and Quantitative techniques
The Marketing Mix -Product
Classification; Branding; Product Decisions; Product Attributes; Packaging, Product Line and mix decisions; New Product Development process; Product Life Cycle
The Marketing Mix - Price
Factors Affecting Prices; Approaches to pricing
The Marketing Mix - Place
Nature of Distribution Channels; Channel design decisions
The Marketing Mix Promotion
The Integrated Marketing Communications mix; Advertising; Sales Promotion; Public Relations; Sponsorship; Personal Selling; Direct Marketing; Digital/mobile Marketing
Tourism Marketing
Tourism Marketing in the Brewing and Distilling Industry
Ethical issues in Alcohol Promotion
Alcohol Marketing, Advertising and Sponsorship ethics and codes of practice
Strategic Marketing and the Marketing Plan
Strategic Planning; The Marketing Plan
Assessment Breakdown%
Continuous Assessment50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Written Examination 1,2,3,4,5,6,7,8 50.00 n/a
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Learners will create a customer focused marketing plan based on sound market research in the brewing and distilling industry. Learners will provide a written report and present their plan orally 1,3,4,5,6,7,8 50.00 n/a
No Practical
No End of Module Formal Examination

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 30 Weeks per Stage 4.00
Total Hours 210.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_SABRE_B Bachelor of Science (Honours) in Brewing and Distilling 4 Mandatory