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MKT30060

Academic Year 2024/2025

Building Effective Marketing Plans (MKT30060)

Subject:
Marketing
College:
Business
School:
Business
Level:
3 (Degree)
Credits:
5
Module Coordinator:
Mr Conor Ryan
Trimester:
Autumn
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

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.

About this Module

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 Hours:
Student Effort Type Hours
Lectures

24
Specified Learning Activities

44
Autonomous Student Learning

32
Total

100

Approaches to Teaching and Learning:
The module consists of weekly lectures spanning 2 hours. Each session will be a mixture of lecture delivery and in-class discussion The onus will be on an interactive mode of discussion that enables maximum student participation and combined learning. Students are expected to actively participate in the class by pitching in with examples, questions and discussions etc. Where appropriate, there will be small break out sessions where students discuss a topic and report back to the class with their findings/recommendations.

Assessment comprises two submissions. The first is an individual paper and the second is a group project that involves submission of a report/paper.


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
Individual Project: Prepare a critical assessment of the marketing strategy of a brand currently operating in the Irish
marketplace.		 Week 10 Graded No
50
 No
Group Work Assignment: Take an existing brand in either the consumer, or business to business sector, not currently operating in the Irish market. Develop a marketing strategy to launch the brand in Ireland. Week 12 Graded No
50
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Spring No
Please see Student Jargon Buster for more information about remediation types and timing. 

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.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Autumn Lecture Offering 2 Week(s) - 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12 Mon 13:00 - 14:50
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