Full Title:Management and Marketing (Analysis, Planning, Implementation and Control)
Module Code:MGMT B8023
Credits: 10
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 1 programme(s)
Module Description:no description provided
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. To highlight the most recent trends and developments in the global business environment
  2. To introduce new perspectives in successful strategic planning and to present examples of creative market-focused and customer driven action
  3. Provide an overview of the evolution of Management. Define the nature of managerial work taking into account the impact of the external environment.
  4. To describe a host of new developments in planning, organisation, implementation control and leadership in organisations
  5. To demonstrate an understanding of the growing importance of new technologies in improving marketing planning and performance
  6. To emphasise the critical importance of ethics and social responsibility in business
  7. To explore the Nature of International Business and the adaptations to Marketing Practice that may be required when a business operates in more than one country.

Module Content & Assessment

Indicative Content
Understanding the Critical Role of Marketing in Organisations and Society.
• Doing business in a rapidly changing Global Economy • Core concepts of Marketing • Adoption of marketing management
Building Customer Satisfaction Through Quality Service and Value
• Defining Customer Value and Satisfaction • Retaining Customers • Customer Profitability • Implementing TQM
Managers and Management
Provide an overview of the evolution of management. Define the nature of managerial work taking into account the impact of the external environment
Managing Marketing Processes and Marketing Planning
• The Marketing Process • Analysing Market Opportunities; Segmentation Targeting and Positioning; • Designing market strategies; planning marketing programs; • Organising controlling and implementing the marketing effort
Managerial Roles
• Recognise the concept of describing and understanding the work of a manager in terms of managerial roles
Analysing Business Opportunities
• Marketing Information Systems and Market Research • Analysing the Marketing environment • Analysing Consumer Market and Buyer Behaviour • Analysing business Markets and Business buying Behaviour • Analysing Industries and Competitors
Researching and Selecting Target Markets
• Measuring and forecasting Market Demand • Identifying Market Segments and Selecting Target Markets
Planning Marketing Programs
• Managing Product lines Brands and Packaging • Managing Service Businesses and Ancillary Services • Designing Pricing Strategies and programs • Selecting and managing Marketing Channels • Managing Distribution Systems • Designing Communication and Promotion Mix • Designing effective advertising programs • Designing direct-marketing , sales promotion and public relations programs • Managing the Sales force
Organising and Implementing and Controlling the Marketing Effort.
• Company organisation • Marketing organisation • Marketing implementation
Evaluating and Controlling Business Performance
• Annual Plan Control • Profitability control • Efficiency control • Strategic control
International Marketing
• The International Marketing Environment • Marketing Decisions in International Markets • International Trade &Exporting
Management of Growth
• The Problems Facing the Growing Firm • Identifying the Main Growth Pains • Developing Growth Strategy • Removing Uncertainty Through Planning • Focusing on Growth Products • Control of finances • Developing the right team for growth
Assessment Breakdown%
Course Work100.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Group Project A written group project based on current marketing activities should assess learning outcomes 1,3,6, & 8. None 50.00 0 0 n/a 0
Written Report A written document based on current management practice that will test learning outcomes 2 4,5 & 7. None 50.00 0 0 n/a 0
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.

DKIT reserves the right to alter the nature and timings of assessment


Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 3.00 Every Week 3.00
Directed Reading No Description 3.00 Every Week 3.00
Independent Study No Description 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
This course has no Part Time workload.
Recommended Book Resources
  • Philip Kotler 1994, Marketing Management, 8th edition Ed., Prentice Hall USA [ISBN: 0137228511]
  • Donal Rogan 2011, Marketing An Introduction for Irish Students, 4th Edition Ed., Gill&Macmillan Ireland [ISBN: 9780717149810]
  • Ian Worthington Chris Britton 2009, The Business Environment, 6th Edition Ed., Prentice Hall UK [ISBN: 9780273716754]
  • Siobhan Tiernan Micheal J Morley Edel Foley 2013, Modern Management Theory and Practice for Irish Students, 4th Edition Ed., Gill&Macmillan [ISBN: 978071756320]
  • Marian Burk Wood 2010, Essential Guide to Marketing Planning, 2nd Edition Ed., Prentice Hall [ISBN: 9780273725763]
Supplementary Book Resources
  • Gary Armstrong Philip Kotler 2012, Marketing An Introduction Global Edition, 11th Edition Ed., Prentice Hall USA [ISBN: 9780273767183]
  • DaveChaffey Fiona Ellis-Chadwick 2012, Digital Marketing Strategy Implementation & Practice, 5th Edition Ed., Prentice Hall [ISBN: 9780273746102]
  • Warren Keegan Mark Green 2012, Global Marketing Global Edition, 7th Edition Ed., Prentice Hall USA [ISBN: 9780273766711]
  • Paul Timm 2013, Customer Service Carreer Success Through Customer Loyalty, 6th Edition Ed., Prentice Hall [ISBN: 9780133056259]
Recommended Article/Paper Resources
  • European Journal of Marketing
  • Marketing Week
  • Journal of Marketing
  • Journal of Consumer Marketing
  • Marketing
  • The Economist
  • Harvard Business Review
  • Business Week
  • Consumer Choice Magazine
  • California Management Review
  • Sloan Management Review
  • irish Marketing Review
  • Journal of Long Range Planning
  • Marketing Institute of Ireland Publications
Other Resources
  • n/a: www.finfacts.ie
  • n/a: www.mii.ie
  • n/a: www.onlinemarketingtoday.com/
  • n/a: www.marketing.ie
  • n/a: www.adworld.ie
  • n/a: www.marketinginteractive.com/
  • n/a: www.marketingtoday.com
  • n/a: www.directmarketingmag.com
  • n/a: www.entrepreneur.com/

Module Delivered in

Programme Code Programme Semester Delivery
DK_BBUST_8 Bachelor of Business (Honours) 2 Mandatory