Full Title Marketing Planning

Short Title Marketing Planning

Code MKTG08013
Level 08
Credit 05

Author Bartlett, Angela
Department Business

Subject Area Marketing
Attendence N/A%
Fee

Description
This module will provide students with a comprehensive knowledge of marketing management theory to develop skills in critically evaluating, formulating and interpreting marketing policy. It focuses on the major issues associated with the effective implementation of marketing strategies and develops the critical evaluation skills of students in the application of marketing strategies to real life scenarios.

Indicative Syllabus
Dealing with Competition
  • Brief overview of Porter's Five Forces, identifying and analysing competitors
  • Designing competitive strategies for market leaders, challengers, followers and nichers
  • Balancing competitor-centered and customer-centered companies


Setting Product and Services Strategy
  • Product characteristics, classifications and differentiations
  • Application of the product life cycle, new product development strategy, packaging
  • Nature and characteristics of services, marketing strategies for services


Building Strong Brands and Crafting the Brand Positioning
  • Creating brand equity (what it is, how to build, measurement, brand management)
  • Developing and communicating a positioning strategy (positioning, differentiation strategies, product life cycle strategies)




Developing Pricing Strategies and Programmes

  • Understanding pricing objectives and strategies (pricing process, new-product pricing strategies, price-adaptation strategies, initiating and responding to price changes)
  • The impact of the internet on pricing


Designing and Managing Marketing Channels
  • The nature and importance of marketing channels, channel-design decisions, channel management decisions


Designing and Managing Integrated Marketing Communications
  • The role of marketing communications, developing effective communications, managing the integrated marketing process
  • Managing and evaluating mass communications (advertising, sales promotion, events and public relations)
  • Managing and evaluating personal communications (direct marketing, including social media and personal selling)

Learning Outcomes
On completion of this module the learner will/should be able to
  1. Critically evaluate the competitive environment

  2. Apply marketing theories and models in shaping the market offering, including product strategy and pricing strategy

  3. Critically assess the role of marketing channels

  4. Design and manage integrated marketing communications

  5. Apply marketing theories, models and practices in real life case studies


Assessment Strategies
Final Exam 60%

Continuous Assessment 40% (may include one or more of the following: Presentations, Projects, Role play, Case studies, Multiple choice questions, Short questions, Essays, Open book exams)

Module Dependencies
Pre Requisite Modules
Co Requisite Modules
None
Incompatible Modules
None

Coursework Assessment Breakdown %
Course Work / Continuous Assessment 40 %
End of Semester / Year Formal Examination 60 %

Coursework Assessment Breakdown

Description Outcome Assessed % of Total Assessment Week
Continuous Assessment 1,2,3,4,5 40 OnGoing
Role play - OnGoing
Multiple Choice Questions - OnGoing
Assessment - OnGoing


End Exam Assessment Breakdown

Description Outcome Assessed % of Total Assessment Week
Final Exam 1,2,3,4,5 60 End of Year


Distance Learning Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Part Time Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload
Lecture Flat Classroom Lecture 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 3 Weekly 3.00

Total Average Weekly Learner Workload 1.00 Hours

Full Time Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload
Lecture Not Specified lecture 3 Weekly 3.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Independent Learning UNKNOWN Self Study 3 Weekly 3.00

Total Average Weekly Learner Workload 4.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Resources
Book Resources



Other Resources
Library Databases (Emerald, Infotrac, Science Direct)

Various Journals (Harvard Business Review, Irish Marketing Journal, McKinsey Quarterly, Journal of Marketing, Sloan Management Review, European Journal of Marketing, Irish Marketing Review)

Various magazines (Marketing Age, Business Week)

Various websites ( www.quickmba.ie , www.netmba.com , www.asai.ie , www.prii.ie , www.adworld.ie , www.bci.ie , www.onside.ie , www.directbrand.ie , www.salesinstitute.ie )

Various Case Studies and Reports.
Url Resources
Additional Info

ISBN BookList

Book Cover Book Details
Philip T. Kotler 2011 Marketing Management (14th Edition) Prentice Hall
ISBN-10 0132102927 ISBN-13 9780132102926
Philip T. Kotler 2015 Principles of Marketing (16th Edition) Prentice Hall
ISBN-10 0133795020 ISBN-13 9780133795028