Short Title:Marketing Management
Full Title:Marketing Management
Module Code:DMKT H3016
ECTS credits: 5
NFQ Level:7
Module Delivered in 2 programme(s)
Module Contributor:Bairbre Brennan
Module Description:Building on years 1 and 2 and incorporating their practical experience, this module aims to give learners an appreciation of the importance of planning and control in marketing activities; of using a structured approach to developing marketing plans; the importance of assessing and analysing the marketing environment and of evidence based decision making.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Identify the marketing planning process and its importance for effective marketing plans
  2. Formulate a market environment analysis using appropriate analytical tools and deriving insights from their findings
  3. Prepare a marketing plan based on specific objectives and implement a control element to the plan to identify if it was successful.
  4. Prepare, design and implement a marketing plan through evidence based decisions

Module Content & Assessment

Indicative Content
The marketing planning process
Why planning is important; the elements of the marketing plan; the role of the marketing plan within overall PLOC strategy of the organisation.
Environmental Analysis
The elements of the marketing environment (macro and micro forces); analysing the marketing environment (using e.g. Steeple / SWOT / Porter's 5 forces) ; environmental scanning and the appropriate use of the MkIS to gather information; the role of influencing; the impact of environmental change on business decision-making.
Consumer behaviour
Assessing consumer behaviour both on and offline in order to identify consumer cohorts with similar needs who may form the basis for a target market; deriving and inferring meaningful consumer insights; using those insights as the basis for activities / developing the marketing plan.
Organisational Buying Behaviour
Organisational buying behaviour - the Organisational DMP; RfT and the procurement process; CRM and managing relationships; personal selling and influencing; the importance of technology in enhancing B2B marketing
The market research process
Market Research - the role of market research in developing marketing plans, the marketing research planning process; types of research and their usefulness in marketing decision making; the impact of technology on market research
Segmentation Targeting & Positioning
The STP process - developing market segments based on an appropriate basis for segmentation; assessing market / segment attractiveness; profiling target markets; developing positioning and its articulation.
The Marketing Mix
The marketing mix - the 4 P's and the extended marketing mix. The role of each element in articulating positioning; the implementation of the mix both on- and offline to ensure consistency of positioning; thebenefits and challenges presented by the global nature of the digital environment;
Innovation & the NPD process
NPD and innovation - why, how and when NPD is relevant and appropriate; the NPD process; sources of innovation and creativity; models of innovation; PLC and the impact of shortening life cycles, increasing competition and IP protection on innovation; use of strategic product failure.
Measurement and Control
Setting appropriate objectives and measuring their achievement or not; revising and adapting plans in an appropriate fashion based on results; evidence based decision making.
Indicative Assessment Breakdown%
Course Work Assessment %50.00%
Final Exam Assessment %50.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case study This CA will be an Integrated Assessment with the MR Qual and Quant modules where students will be provided with a typical marketing management scenario, such as an NPD decision, and utilise their MR skills to enable them to develop a business case and recomendation based on the output. 1,3,4 50.00 n/a
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam n/a 1,2,3 50.00 End-of-Semester
Indicative Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
Examination: 100% of overall marks. Continuous assessment will NOT carry forward from the year into the August repeats for a second sitting.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 15.00
Every Week 15.00
Every Week 15.00
Every Week 80.00
Recommended Book Resources
  • Mullins, J. & Walker O., Marketing Management, McGraw Hill Higher Education [ISBN: 007-132637-5]
This module does not have any article/paper resources
Other Resources
  • Journal: Journal of Marketing.
  • Journal: European Journal of Marketing.
  • Journal: Irish Marketing Journal.
  • Journal: Harvard Business Review.
  • Journal: WARC.
  • Website:
  • Website: MII.

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 6 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 6 Mandatory