Module: Marketing Management & Planning

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Marketing Management & Planning
Module Code	MAD1006 (ITS: MG328)
Faculty	DCU Business School	School	DCU Business School
NFQ level	8	Credit Rating	10

Description

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.

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	48	Lectures on marketing management and planning topics
Group work	40	Live case analysis and presentation
Seminars	12	Guest lectures and live case client visits
Assignment Completion	100	Marketing plan
Independent Study	50	Independent research
Total Workload: 250

Section Breakdown
CRN	10964	Part of Term	Semester 1 & 2
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Joanne Lynch	Module Teacher

Type	Description	% of total	Assessment Date
Assessment Breakdown
Assignment	Case study proposals and reflections	30%	As required
Group assignment	Live case analysis and presentation	20%	Sem 1 End
Report(s)	Marketing plan report, peer review and strategy presentation	50%	Sem 1 End

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Indicative Reading List

Books:

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,

Articles:
None

Other Resources

None