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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Marketing Management & Planning
Module Code MG328
School DCUBS
Module Co-ordinatorSemester 1: Joanne Lynch
Semester 2: Joanne Lynch
Autumn: Joanne Lynch
Module TeachersJoanne Lynch
Artemisa Jaramillo
NFQ level 8 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Coursework Only

Marketing management and planning is a capstone course for students specialising in marketing. The course is designed to broaden the learner’s knowledge of marketing management and strategy, and provide a sound understanding of the implementation and measurement of strategic marketing plans. The module assumes an active learning pedagogy and the teaching methods include lectures, case studies, guest speakers and experiential projects.

Learning Outcomes

1. Demonstrate an in-depth and practical knowledge of key marketing concepts, theories and techniques for analysing marketing problems and opportunities.
2. Critically evaluate alternative marketing strategies and identify the means of achieving a sustainable competitive advantage in global marketplaces
3. Prepare and communicate a detailed marketing plan for a real company that includes marketing strategy and appropriate marketing mix policy
4. Demonstrate reflective practice for personal and professional growth through teamwork, self and peer review, and reflexive dialogue.

Workload Full-time hours per semester
Type Hours Description
Lecture48Lectures on marketing management and planning topics
Group work40Live case analysis and presentation
Seminars12Guest lectures and live case client visits
Assignment Completion100Marketing plan
Independent Study50Independent research
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; Segmentation, Targeting and Positioning approaches; Development of a sustainable competitive advantage; Tailoring the marketing offering through appropriate branding, innovation, pricing, distribution and marketing communications strategies; Corporate social responsibility and sustainability strategies

Marketing Planning
Introduction to the Marketing Plan; The Marketing Planning Process; The Marketing Audit; Setting objectives and strategies; The Integrated Marketing Communications Plan; Sales and Customer Relationship Management Planning; Marketing Plan measurement and implementation

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
AssignmentCase study proposals and reflections30%As required
Group assignmentLive case analysis and presentation20%Sem 1 End
Report(s)Marketing plan report, peer review and strategy presentation50%Sem 1 End
Reassessment Requirement Type
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

  • Hooley, B., Nicoulaud, B., Rudd, J.M., and N. Lee: 2020, Marketing Strategy and Competitive Positioning, Seventh Edition, Pearson,
  • West, D., Ford, J and E. Ibrahim: 2015, Strategic Marketing Creating Competitive Advantage, Third Edition, Oxford,
  • Lodish, M. L et al.,: 2015, Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Pearson Education,
  • McDonald, Malcolm: 2016, Marketing Plans: How to prepare them, How to profit from them, Eighth Edition, Wiley,
Other Resources

Programme or List of Programmes
MINTBSc Marketing, Innovation & Technology
MINTIBSc Marketing, Innovation & Technology
Date of Last Revision21-SEP-11

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