Registry
Module Specifications
Archived Version 2010 - 2011
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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 | |||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and
Learning Activities Marketing ManagementFramework for marketing strategy; Customer, Competitor and Company analysis; Environmental analysis; Marketing management strategies; Strategic implementation; Contemporary marketing issuesMarketing PlanningIntroduction to the Marketing Plan; The Marketing Audit; Setting objectives and strategies; Marketing information, forecasting and organisation | |||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||
Programme or List of Programmes |
BSSA | Study Abroad (DCU Business School) |
BSSAO | Study Abroad (DCU Business School) |
MINT | BSc Marketing, Innovation & Technology |
- See the module specification for MG328 in 2003 - 2004
- See the module specification for MG328 in 2004 - 2005
- See the module specification for MG328 in 2005 - 2006
- See the module specification for MG328 in 2006 - 2007
- See the module specification for MG328 in 2007 - 2008
- See the module specification for MG328 in 2008 - 2009
- See the module specification for MG328 in 2009 - 2010
- See the module specification for MG328 in 2010 - 2011
- See the module specification for MG328 in 2011 - 2012
- See the module specification for MG328 in 2012 - 2013
- See the module specification for MG328 in 2013 - 2014
- See the module specification for MG328 in 2014 - 2015
- See the module specification for MG328 in 2015 - 2016
- See the module specification for MG328 in 2016 - 2017
- See the module specification for MG328 in 2017 - 2018
- See the module specification for MG328 in 2018 - 2019
- See the module specification for MG328 in 2019 - 2020
- See the module specification for MG328 in 2020 - 2021
- See the module specification for MG328 in 2021 - 2022
- See the module specification for MG328 in 2022 - 2023
- See the module specification for MG328 in 2023 - 2024
- See the module specification for the current year