MKT30060 Building Effective Marketing Plans

Academic Year 2023/2024

This module aims to give the enrolled bachelor students an introduction to key marketing principles and concepts to enable them to create efficient marketing plans for their future organizations or personal endeavors. Over the course of the module, students will learn about various aspects of marketing that are necessary for ideating and executing important strategies in the marketplace. Students will learn about the marketing driven approach, which builds on understanding one’s environment and one’s customers efficiently to create and communicate value for customers, in a manner that maximizes positive outcomes for not just the customers, but also for the company (profits) and society in general. This module will give the students an overview of theory and practice of marketing with a strategic perspective, so that students can confidently build effective marketing plans by the conclusion of this module.

Show/hide contentOpenClose All

Curricular information is subject to change

Learning Outcomes:

• Understand various key concepts and principles of marketing necessary to make strategic decisions in the marketplace.
• Understand and analyze one’s marketplace environment, to take effective decisions that can address various marketing problems that may present themselves. This includes understanding one’s own company, various competitors and environmental factors involved, as well as prospective customers, using various theoretical paradigms and considerations.
• Understand and appreciate various aspects of customers’ buying behavior in shaping their purchases.
• Understand the key concepts of Segmentation, Targeting and Positioning that are required to develop an effective marketing plan.
• Understand the components of the Marketing Mix. Students should be able to describe the 4Ps- Product, Price, Place and Promotion related decisions in the context of their marketing strategy.
• At the end of the module, students should be able to utilize their learning from the module to independently (in the context of a group of students) attempt building comprehensive marketing plans for any organization/entity of their choice

Student Effort Type Hours
Lectures

24

Specified Learning Activities

44

Autonomous Student Learning

32

Total

100

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Essay: Prepare a critical assessment of the marketing strategy of a brand operating in the Irish marketplace in 2023. Submission deadline TBC. Unspecified n/a Graded No

50

Group Project: Prepare a marketing strategy to launch a brand into the Irish Market. Full details of the assignment will be provided in the course outline. Submission deadline TBC. Unspecified n/a Graded No

50


Carry forward of passed components
No
 
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Written feedback on the individual assignment will be given within the standard timeframes though brightspace. Written feedback on the group assignment will also be provided via brightspace within the standard timeframes.

Autumn
     
Lecture Offering 2 Week(s) - 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12 Mon 09:00 - 10:50

Discover our Rankings and Accreditations