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MKT1003D

Academic Year 2024/2025

Marketing Management (MKT1003D)

Subject:
Marketing
College:
Business
School:
Business
Level:
1 (Introductory)
Credits:
5
Module Coordinator:
Dr Orna O'Brien
Trimester:
Spring
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

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.

About this Module

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.
Please note that students are not permitted to use Generative AI as part of this module.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Incompatibles:
MKT1002D - Principles of Marketing


 

Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Individual Project: individual marketing analysis Week 7 Graded No

50

 No
Group Work Assignment: group report Week 14 Graded No

40

 No
Participation in Learning Activities: Peer assessment of group contribution Week 14 Graded No

10

 No

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
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