MKT40080 Marketing Management

Academic Year 2023/2024

This module provides students 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 students 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 communciate 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
Group Project: Project Work Unspecified n/a Graded No


Assignment: An individual paper. Unspecified n/a Graded No


Continuous Assessment: Class Participation Throughout the Trimester 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
Lecture Offering 1 Week(s) - 0, 2, 3, 4, 7, 8, 9, 10, 11, 12 Fri 11:00 - 12:50
Lecture Offering 1 Week(s) - 5 Mon 14:00 - 15:50
Lecture Offering 1 Week(s) - 1 Thurs 14:00 - 15:50

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