Module Title:Marketing Management
Language of Instruction:English
Credits: 5
NFQ Level:8
Module Delivered In 2 programme(s)
Teaching & Learning Strategies: The case study method will be used throughout 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 capture marketing insights on a case company and present, justify and defend their recommendations on case study work. Industry cases will be used.
Module Aim: The purpose of this capstone marketing module is to review, summarize, integrate and apply marketing strategy within the context of a digital Economy. The course will provide learners with a systematic framework for a solid foundation in fundamental marketing decision-making tools and planning.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Critically analyse the forces changing customer's behaviour journey such as digital technologies and social responsibility and assess their impact on marketing management both nationally and globally.
LO2 Analyse, evaluate and develop customer and market insights to inform strategy and planning on an agreed case company.
LO3 Write up fully justified marketing case company recommendations within a marketing plan framework.
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 a Digital Era
Factors affecting the marketing function in a digital age, socially responsible marketing, holistic Marketing and the team/process approach.
Capturing Marketing Insights
Analysing a company's macro and micro environment, competitor analysis/routes to competitive advantage, analysing the industry, analysing consumer and business markets, drawing marketing insights from research data.
The Segmentation Process.
Primary and secondary segmentation, applying segmentation variables,targeting decisions.
Developing Marketing Strategies and Plans.
Steps in developing a Marketing Plan, overview of Pricing/Distribution/Product/Promotion strategies and tactics.
Assessment Breakdown%
Continuous Assessment30.00%
Project70.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Learners will be presented with a case study to analyse on socially responsible marketing or digital technology and marketing management. They will then complete an in-class case study exam. 1 30.00 Week 4
Project
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Learners will work in groups to choose a case company and capture customer and market insights to test the student’s comprehension and application of marketing knowledge and problem solving. Learners will draw insights from data gathered and develop a marketing plan to address issues and solve customer needs. Cross module assessment could also be used here. 1,2,3 70.00 End-of-Semester
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 Every Week 3.00
Independent Learning Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Every Week 7.50
Total Hours 9.00
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHMKT_B Bachelor of Business (Honours) in Marketing 7 Mandatory
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 7 Mandatory