Registry

Module Specifications

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

Module Title	Marketing Management & Planning
Module Code	MG328
School	DCUBS
Online Module Resources
Module Teacher	Pierre McDonagh
NFQ level	8	Credit Rating	10
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 planning. The student will acquire a theoretical foundation through the lecture programme and discussions on marketing management and planning 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. Explain the role of the marketing plan within the context of an organisation's strategy and broader marketing environment
3. Identify the means of achieving a sustainable competitive advantage in the marketplace
4. Prepare and communicate a detailed marketing plan that includes marketing strategy and appropriate marketing mix policy
5. Critically evaluate alternative marketing strategies and recommend an appropriate strategy
6. Demonstrate group-work, presentation, questioning and listening skills

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	32	Marketing management topics
Group work	8	Case study presentations
Group work	50	Weekly class preparation
Assignment	40	Portfolio report
Assignment	40	Marketing plan report
Directed learning	30	Problem based learning
Independent learning time	50	Research and library work
Total Workload: 250

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

Marketing Management.
Framework for marketing strategy; Customer, Competitor and Company analysis; Environmental analysis; Marketing management strategies; Strategic implementation; Contemporary marketing issues.

Marketing Planning.
Introduction to the Marketing Plan; The Marketing Audit; Setting objectives and strategies; Marketing information, forecasting and organisation.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Group assignment	Case study	10%	Once per semester
Group assignment	Weekly case submissions	10%	Every Week
Other	Participation	5%	Every Week
Assignment	Marketing management portfolio	25%	Sem 1 End
Assignment	Marketing plan	30%	Sem 2 End
Group assignment	Problem based learning	20%	Every Week

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