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MKT40970

Academic Year 2024/2025

Marketing Management ME (Business) (MKT40970)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
8
Module Coordinator:
Ms Aisling Roche
Trimester:
Spring
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This module will provide students with an overview of the function of marketing in business. Among the areas covered are: creating and capturing customer value, analysing the marketing environment, consumer markets and buyer behaviour, business markets and buyer behaviour, services marketing, branding and brand strategy, communication customer value, the promotional mix, advertising, public relations, personal selling and sales promotions, direct and online marketing.

About this Module

Learning Outcomes:


At the end of the module, students should be able to: Understand the marketing challenges facing organisations today. Explore customer value and how it can be created and sustained by companies. Critically assess the role of brands for consumer and business-to-business marketers. Evaluate the tools and techniques associated with the marketing mix

Indicative Module Content:

Marketing Managing Profitable Customer Relationships
Company & Marketing Strategy : Partnering To Build Customer Relationships
The Marketing Environment
Managing Marketing Information
Consumer Buyer Behaviour
Business Buyer Behaviour
Segmentation Targeting & Positioning
Product services and branding strategy
Developing New Products
Communication Customer Value,
Personal Selling
Online Marketing

Student Effort Hours:
Student Effort Type Hours
Lectures

24
Specified Learning Activities

78
Autonomous Student Learning

48
Total

150

Approaches to Teaching and Learning:
Lectures, case based learning, group discussion. If necessary for social distancing, part or all of the module will be delivered virtually via Zoom. However attendance at live sessions will be taken to encourage interaction and an enjoyable learning environment for all.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered

Not yet recorded.

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?

Group written assignment feedback will be given to both group and class

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