This module aims:To enable the student make strategic and tactical marketing decisions.
Overview of the role of Marketing
Marketing and society; The nature of competitive marketing andcompetitive advantage.
The Irish Marketing Environment
Overview and analysis of the contemporary Irish marketing environment.
Analysing company capability(10%)
The Marketing Audit.
Analysis for Marketing Decisions
Marketing information analysis; Customer analysis, market measurement and forecasting, industry analysis. competitor analysis,
Decision Making
Market analysis and segmentation, competitive positioning, product management issues, new product development, building powerful brands, pricing decisions, communication and promotion decisions, distribution and channel management strategy.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 30 |
| Formal Examination | 70 |