Course Information Undergraduate prospectus

Marketing Management

Course summary

Course code: MARK1231
Level: 5
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Michael De Domenici


Pre and co requisites



The aim of the course is to allow students to develop an understanding of the role of marketing within an organisation both at a functional and strategic level. Students will be able to appreciate the tools, concepts and models used in undertaking a marketing audit and to enable them to evaluate the marketplace potential and risk from the perspective of the company's unique selling proposition (USP).

Learning outcomes

On successful completion of this course a student will be able to:

Learning Outcome
1 Develop an understanding of the principal concepts and tools of contemporary marketing management process
2 Understand the importance of the planning process within the context of strategic marketing
3 Critically evaluate the elements of the marketing mix and implement an integrated marketing mix programme
4 Engage in tactical and strategic decision making within a marketing simulation game
5 Recognise the importance of teamwork along with the development of the necessary skills to work well as part of a team, including planning and strategy
6 Develop the confidence and skills in order to present ideas in oral and written form

Indicative content

The internal and external marketing environments
Marketing information systems
Competitive analysis
Segmentation, targeting and positioning
Strategy formulation and selection
CSR and ethical issues
Portfolio analysis
Brand management
Pricing decisions
Integrated marketing communications
Distribution decisions
Implementation and control
Marketing metrics
Marketing plans
Marketing simulation game

Teaching and learning activity

The course comprises of lectures, seminars, tutorials and lab sessions. The lectures are interactive and students are encouraged to voice their opinions. The presentations are useful vehicles not only for the development of academic skills, but for useful transferable skills and this exercise also allows groups to bond and form useful support networks. The simulation game will enable students to engage in a ‘real life’ scenarios and decision making. The course VLE pages cover all aspects of the course.


Methods of SUMMATIVE Assessment: Presentation
Outcome(s) assessed by summative assessment (Please use the numbers above to refer to these): 1,5,6
Grading Mode Numeric
Weighting % 30
Pass Mark 40
Word Length 1000
Outline Details: n/a

Methods of SUMMATIVE Assessment: Individual Reflective Portfolio
Outcome(s) assessed by summative assessment (Please use the numbers above to refer to these):
Grading Mode Numeric
Weighting % 70
Pass Mark 40
Word Length 2000
Outline Details: - Interim report -Final Reflective portfolio.