MKT1003D Marketing Management

Academic Year 2023/2024

The aim of this module is to provide students with an overview of the function of marketing in a business. Among the areas covered are the changing marketing landscape, creating and capturing customer value, analysing the marketing environment, understanding consumer and business buyer behaviour, and designing a customer value driven strategy and mix.

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Curricular information is subject to change

Learning Outcomes:

On completion of this module you should be able to:
Understand the marketing challenges facing organisations today
Understand buyer behaviour and the importance of creating customer value
Critically assess the role of brands and discuss the types of decisions that are made in relation to branding and other strategic marketing variables
Analyse and recommend improvements in marketing strategies in a given company context
Understand how the digital economy has influenced marketing strategies

Student Effort Hours: 
Student Effort Type Hours
Lectures

12

Specified Learning Activities

25

Autonomous Student Learning

88

Total

125

Approaches to Teaching and Learning:
Students will attend classes for this module and have the opportunity to engage in active learning during these sessions. There will be in-class discussion and group work to analyse module concepts. Where appropriate, the module will incorporate case based learning 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Incompatibles:
MKT1002D - Principles of Marketing


 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: individual assignment Varies over the Trimester n/a Graded No

50

Group Project: group assignment Varies over the Trimester n/a Graded No

50


Carry forward of passed components
No
 
Resit In Terminal Exam
Autumn No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

general feedback is provided to students on all of their submitted assessment components

Kotler, P., Armstrong, G., Harris, L.C., He, H. Principles of Marketing 8th European edition, Pearson. ISBN 9781292269566
Name Role
Mr Rory Holohan Lecturer / Co-Lecturer
Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
 
Spring
     
Lecture Offering 1 Week(s) - 19 Sat 09:00 - 12:50
Lecture Offering 1 Week(s) - 19, 25, 31 Sat 09:00 - 12:50
Spring