MKT40230 Performance-Driven Marketing

Academic Year 2021/2022

This module provides participants with the knowledge and ability to make marketing decisions and, from a general management perspective, make decisions about marketing. The emphasis is strongly on developing practical knowledge and ability and practicing that through the medium of case studies.

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Curricular information is subject to change

Learning Outcomes:

On completing this module participants will be expected to be able to1. Acknowledge the strategic role of marketing 2. Understanding of the marketing mix and the role it can play in driving organisational performance 3. Practical ability in the use of marketing tools to drive organisation performance 4. Knowledge of the language of marketing and how that language might be used to communicate about marketing and with marketers

Indicative Module Content:

Marketing Frame
5 C's analysis
Segmentation, Targeting and Positioning
4 P's
Marketing and Innovation
Marketing Communications and Branding

Student Effort Type Hours


Small Group


Autonomous Student Learning




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
Continuous Assessment: Assignment Unspecified n/a Graded No


Group Project: Project work Unspecified n/a Graded No


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

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Individual Feedback for the individual assignment Group feedback (per group) for the group project

Name Role
Mr Conor Ryan Lecturer / Co-Lecturer
Mr J.P. Donnelly Tutor

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