Module Overview

Marketing Management

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.

Module Code

DMKT H3016

ECTS Credits


*Curricular information is subject to change

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.

Module Content & Assessment
Assessment Breakdown %
Formal Examination50
Other Assessment(s)50