Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Marketing Management
Module Code	MG301
School	DCUBS
Online Module Resources
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This course is designed to broaden the student's knowledge of marketing management and strategy. The student will acquire a theoretical foundation through the lecture programme and discussions on marketing management concepts and frameworks. The use of case studies will allow the student to explore the process of marketing decision-making and strategy development as well as enhancing the ability to apply marketing theory to a wide range of problems. The course is taught using a combination of lectures, case studies, class presentations and discussion seminars. The students will develop group-work, presentation and listening skills as they defend and adapt their marketing proposals in the light of class discussion.

Learning Outcomes

1. Demonstrate an in-depth and practical knowledge of key marketing concepts, theories and techniques for analysing different marketing situations
2. Apply marketing theory to a range of marketing opportunities and challenges
3. Evaluate alternative solutions to marketing problems
4. Recommend marketing strategies that align external marketing opportunties with the core competencies of the firm
5. Demonstrate group-work, presentation, questioning and listening skills

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	Marketing management subject areas
Group work	12	Case study preparation
Group work	20	Expert group reports
Assignment	40	Marketing management portfolio
Independent learning time	29	Library work and research
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction.
Framework for marketing strategy: analysis and perspectives.

Situation analysis.
Environmental analysis. Customer analysis. Competitor analysis. Internal assessment..

Strategic choice.
Strategic marketing decisions and choices. Segmentation, targeting and positioning strategies. Relationship strategies..

Marketing management strategies.
Product innovation and development. Branding. Pricing and distribution. Marketing communications. E-marketing..

Strategic implementation.
Marketing implementation and control..

Contemporary marketing issues.
Social marketing. Corporate Social Responsibility..

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Presentation	Group case study class presentation and report	20%	n/a
Report (s) (written / oral)	Weekly case submissions	10%	n/a
Group assignment	Peer evaluation	10%	n/a
Portfolio	Marketing management portfolio	60%	n/a

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

West, Ford and Ibrahim: 2006, Strategic Marketing, Oxford University Press,
Drummond, Ensor and Ashford: 2008, Strategic Marketing Planning and Control, Third Edition, Butterworth Heinemann,
Aaker and McLaughlin: 2007, Strategic Market Management, European Edition, Wiley,

Other Resources

87, Academic Journals, 0, European Journal of Marketing, 88, Academic Journals, 0, Harvard Business Review, 89, Academic Journals, 0, Industrial Marketing Management, 90, Academic Journals, 0, Journal of Marketing, 91, Academic Journals, 0, Journal of Marketing Management,

Array

Programme or List of Programmes

BA in Accounting & Finance

Bachelor of Business Studies

BSI

Business Studies ( with INTRA )

EBF

BA in Global Business (France)

EBG

BA in Global Business (Germany)

EBS

BA in Global Business (Spain)