Module Description:
This is an introductory module into the managerial aspects of the marketing discipline. Its specific emphasis is on the key issues and characteristics of managing the marketing function within the organisation and the key interfaces between marketing and other functional area and the resulting management issues and challenges.
Module aim
The aim of this module is to provide students with a comprehensive understanding of the nature of marketing management. In particular it seeks to ground students in a discipline which will support them in addressing the specific issues which they will encounter as managers of the future in an increasingly demanding and competitive business environment
An Introduction to Marketing Management
The marketing process and the extended marketing process
The strategic marketing process will be discussed and the strategic plan will be explored. The role of marketing within strategic planning will be examined. The marketing process will be examined. This will include discussion on areas such a
Building Customer Relationships and connecting with the customer
Building Strong Brands
Creating Competitive Advantages
Marketing Plans
Marketing in the 21st century will be explored and an introduction to the concept of marketing management will be presented. The role of marketing in the implementation of business strategy and as a foundation of business strategy will be discussed.
Scanning the Environment in Ireland and Beyond
Strategic Marketing Planning
The creation of customer value, satisfaction and loyalty will all be discussed. Analysis of consumer markets and identification of segments will be explored.
The design and execution of marketing plans will be explored.
The process of analysing competitors will be discussed and various competitive strategies and positions will be explored
The process of gathering information and scanning the environment will be explored. The marketing research process will be examined.
The role and importance of brands will be discussed. Brand equity and brand positioning will be explored together with the concept of new product and brand development
12 x 2 hour lectures
12 x 1 hour lectures
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 70 |
| Other Assessment(s) | 30 |