Full Title:Marketing Management
Language of Instruction:English
Module Code:MRKT H4001
Credits: 5
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 3 programme(s)
Module Description:Study and evaluate the critical role of marketing in the innovative and successful functioning of a modern global business.
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Appreciate his/her own learning style and ability to assimilate information
  2. Identify and consider the dynamic nature of the marketing function in modern organisations.
  3. Distinguish and explain the concepts, models and theories of marketing management.
  4. Discover the relevance of market information in the context of preparing effective andf efficient management decisions.
  5. Analyse and judge market potential , identify opportunities and formulate relevant, efficient and ethical marketing strategies.

Module Content & Assessment

Indicative Content
Basics of marketing
The nature of the marketing function in organisations. The scope of marketing and the responsibilities of the marketing manager. Marketing’s relationship with other functions; controlling the marketing activity and marketing’s role in organisational performance.
Managing Marketing Information
What is done with information collected through marketing research activities? The basics of analysis, environmental scanning, industry and competitor research are explored.
Marketing Planning
Developing a marketing plan.
Trends in marketing
Learners are exposed to new thinking in the field of marketing activity.
Sources of information to assist the delivery of content.
Social media: Facebook, YouTube,Google Docs,SKYPE, google hangout. International partners: these will be called upon to enhance the laerning experienced by those on this module
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 Learners engage in both group and individual activity during the semester. The group activity is designed to show the benefits of the group effort when faced with decision making situations at management level. There will be at least 2 such activities. Learners are expected to use module material in addition to their own experiences nd talents in developing responses to these tasks. Such tasks will take place at relevant stages during the semester. Example: week 6 and week 11. 2,4,5 40.00 0 0 n/a 0
Class Test There are 2 in-class assessents, designed to assess the learners understanding of this modules contents. These also serve to prepare for the group tasks. These take place approximately in weeks 3 & 9. The first has a weighting of 15%, with the second allocated 25% 3 40.00 0 0 n/a 0
Reflective Journal Learners will maintain an on-going learning log.Relevant technology such as GOOGLE docs will be available to enable learners to input " live " updates which will be visisble to the tutor. Other current technology will be ultilised to engage in an interactive manner with learners as they proceed on their journey of learning in this module 1 20.00 0 0 Week 12 0
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
Given the nature of grouo work, it may not be possible to replicate this assessment in the event of a failiure to achieve the required standard,or if the learners is unable to involve himself/herself for whatever raeson. In such situations an alternative relevant assessment will be made available

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 Learners will be exposed to material by the lecturer and encouraged to participate by interactive individual and class activities. The traditional lecture format will be augmented with more exciting and learner focused activities. 3.00 Every Week 3.00
Directed Reading Learners will have a range of activities to undertake on a regular basis 3.00 Every Week 3.00
Independent Study Learners will be expected to keep up to date wth relevant material from a range of sources: Bloggs, TWITTER, You Tube, Facebook, web-based material. There is also a requirement to study relevant academic and business articles. 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
  • Kotler & Keller 2012, Marketing Management: Global Edition, 14 Ed., Pearson England [ISBN: 13:978-0-273-75336-0]
This module does not have any article/paper resources
Other Resources
  • On-line material: Learners will be directed to a wide spectrum of material. this material will include relevant academic and commercial journal articles, material such as will be found in TWITTER feeds, Faceboom and YouTube Video sources.
  • Representative organisations/associations: Learners will be encouraged to be aware of those entities that are charged with promoting and supporting added value activity withing their member organisiations

Module Delivered in

Programme Code Programme Semester Delivery
DK_BGLOM_8. BA (Hons) in Global Marketing 1 Elective
DK_BBUST_8 Bachelor of Business (Honours) 5 Elective
DK_BBBST_B Bachelor of Business Studies (Honours) 1 Elective