Overview:
- Credits:
- 5.0
- Level:
- 4
- Semester:
- Autumn
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Dr Andrew Keating
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.Show/hide contentOpenClose All
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 |
|---|---|
| Lectures | 24 |
| Small Group | 1 |
| Autonomous Student Learning | 101 |
| Total | 126 |
Requirements, Exclusions and Recommendations
Not applicable to this module.
Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy
| Description | Timing | Component Scale | % of Final Grade | ||
|---|---|---|---|---|---|
| Continuous Assessment: Assignment | Unspecified | n/a | Graded | No | 30 |
| Group Project: Project work | Unspecified | n/a | Graded | No | 70 |
Carry forward of passed components
Yes
Yes
| 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 J.P. Donnelly | Tutor |
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