Marketing Management (MSc)

Applications and Selections

Who Teaches this Course

Requirements and Assessment

Glossary of Terms

Credits

You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.

Module

An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.

Optional

A module you may choose to study.

Required

A module that you must study if you choose this course (or subject).

Semester

Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

RequiredMK5148: Applied Marketing Project

MK5148: Applied Marketing Project

12 months long | Credits: 20

The objective of this project is to challenge students to learn how to become experts on a nominated topic which reflects an emerging trend in the practice of Marketing. This is achieved by challenging students to increase their knowledge and develop applied skills in a nominated topic. They then use this knowledge and skills to develop and deliver a strategy that will bring value to their assigned company and/or company of their choice. The Applied Marketing Project will be a comprehensive assignment which aims to allow students to apply theories, models and tools studied during their MSc programme to real-life marketing challenges.
(Language of instruction: English)

Learning Outcomes

1. Develop an appropriate research approach to a specific marketing problem.
2. Use both academic and industry literature to gain an in-depth understanding of a nominated Marketing topic.
3. Develop strategic and innovative marketing ideas using SMART primary and secondary objectives.
4. Critically evaluate the implications of findings from strategic and implementation perspectives.
5. Communicate ideas in a professional and succinct manner, both orally and in writing.

Assessments

• Continuous Assessment (100%)

Teachers

•  DECLAN FLEMING 🖂
  
•  MARY GREANEY 🖂
  
•  PATRICIA MC HUGH 🖂
  
•  Sheila Malone 🖂
  

The above information outlines module MK5148: "Applied Marketing Project" and is valid from 2023 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5146: Consumption & Society

MK5146: Consumption & Society

Semester 1 | Credits: 5

This module will provide you with an understanding of the foundations of consumption and society. As part of this module, you will consider, compare and contrast the traditional approaches to customer behaviour as well as more contemporary perspectives related to consumption and society. Specifically, you will be introduced to a range of themes that are prevalent in today’s consumerist society, as well as models and theories. Particularly emphasis will be paid to the application of these themes in practical contexts. We will also assess the role of consumption in the lives of individuals (including ourselves) and the importance of consumption in today’s society.
(Language of instruction: English)

Learning Outcomes

1. Demonstrate an understanding of the role of consumption in society.
2. Understand customer behaviour and its many perspectives.
3. Introduction to key themes that are relevant in today’s consumerist society.
4. Identify the implications of consumption in society with consideration regarding future marketing activities and recommendations for appropriate marketing strategies and tactics to address grand challenges we currently face.

Assessments

• Continuous Assessment (100%)

Teachers

•  MARY GREANEY 🖂
  
•  Sheila Malone 🖂
  

The above information outlines module MK5146: "Consumption & Society" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5139: Social Media Marketing Theory

MK5139: Social Media Marketing Theory

Semester 1 | Credits: 5

The objective of this module is to build upon marketing principles and investigate where the internet and other technologies provide opportunities for applications in marketing and business. The module provides an overview of the rapidly changing world of business and technology by addressing what is unique about digital marketing. It explores how these technologies are creating value for customers, as well as the benefits for companies, their products and brands.
(Language of instruction: English)

Learning Outcomes

1. Illustrate how digital marketing integrates with organisational aims.
2. Recognise how digital marketing impacts organisations.
3. Assess critically organisations' digital marketing efforts according to international standards of 'best practice'.
4. Formulate a digital marketing plan for a particular organisation.

Assessments

• Written Assessment (50%)
• Continuous Assessment (50%)

Teachers

•  MARY GREANEY 🖂
  
•  ANN TORRES 🖂
  

Reading List

1. "Emarketing Excellence: Planning & Optimizing Your Digital Marketing" by Dave Chaffey,P. R. Smith,Paul Russell Smith
   ISBN: 9780415533379.
   Publisher: Routledge
2. "Internet Marketing: Strategy, Implementation and Practice" by Chaffey D., Ellis-Chadwick, F., Mayer, R. & Johnson, K.
   Publisher: Hawlow, England: Prentice Hall/Financial Times/Pearson Education
3. "Increase Your Web Traffic in a Weekend" by Ford Jr., J.L. and Stanek, W.R.
   Publisher: Cengage Learning
4. "Digital Marketing: Integrating Strategy & Tactics with Values" by Kaufman, I & Horton, C.
   Publisher: Routledge
5. "Sticky Marketing: Why Everything in Marketing has changed and what to do about it" by Leboff, G.
   Publisher: Kogan Page
6. "The Social Media Business Equation: Using Online Connections to grow Your Bottom Line" by Orsburn, E.M.
   Publisher: Cengage Learning
7. "Take Your iPad to Work" by Proffitt, B.
   Publisher: Cengage Learning
8. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation" by Ryan, D. & Jones, C.
9. "E-Business" by Schneider, G.P.
   Publisher: Course Technology, Cengage Learning; Kogan Page
10. "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
    Publisher: Palgrave Macmillan

The above information outlines module MK5139: "Social Media Marketing Theory" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5138: Strategic Marketing

MK5138: Strategic Marketing

Semester 1 | Credits: 10

Strategic decision-making can have a long-term impact on the organisation. The objective of the course is to prepare the student for making critical Strategic Marketing decisions in an environment that is becoming ever more complex and fast changing. The course will allow students develop skills in dealing with Strategic Marketing problems, and to formulate a framework for developing Strategic Marketing plans.
(Language of instruction: English)

Learning Outcomes

1. Explain the nature and purpose of the Strategic Marketing Planning within overall business and corporate strategy.
2. Apply rigorous situation analysis to matching the resource capabilities of the Organisation with the demands of the market environment.
3. Develop competitive advantage through effective Segmentation, Targeting and Positioning supported with integrated marketing mix strategies.
4. Recognise that Implementation & Control are key determinants in the success or failure of any strategic activity.
5. Appraise marketing, business, public policy and societal problems within a global context through critical thinking, problem-solving, innovation, and collaboration.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Teachers

•  DECLAN FLEMING 🖂
  
•  MARY GREANEY 🖂
  

The above information outlines module MK5138: "Strategic Marketing" and is valid from 2024 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5133: Marketing Performance & Productivity

MK5133: Marketing Performance & Productivity

Semester 1 | Credits: 5

This module will introduce students to the area of measuring marketing performance and productivity. Specifically, the module will introduce students to the practices and models used to measure the organisations marketing performance relative to its overall business goals and the creation of shareholder value. The objective of the module is to ensure that students, as a senior marketing practitioner, will have the skills and knowledge necessary to prove how marketing contributes to financial performance; how marketing contributes to overall company profits and where the organisation should concentrate its marketing investment in order to achieve the greatest possible return for the organisation.
(Language of instruction: English)

Learning Outcomes

1. Critically analyze the challenges associated with attributing marketing activities and expenditures to organizational performance.
2. Assess marketing performance by analyzing the impact of investments and budgets on key metrics including marketing ROI, customer and brand equity, and organizational growth.
3. Identify and apply the most appropriate marketing performance indicators for specific business scenarios.
4. Accurately measure the ROI of various marketing channels and campaigns.
5. Develop a comprehensive marketing performance & productivity metrics system.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Teachers

•  MARY GREANEY 🖂
  

The above information outlines module MK5133: "Marketing Performance & Productivity" and is valid from 2024 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK563: Research Methods

MK563: Research Methods

Semester 1 | Credits: 5

The aim of this module is to achieve a solid theoretical understanding of the what, how, where, when and why of Research and to critically reflect upon and apply the various concepts and techniques in a business context. This module details the process of conducting research from the initial stages of conceptualising a research question to constructing the research design, choosing particular methodologies and methods and analysing the data collected. Independent thinking and reflection is encouraged with respect to the key issues researchers face, including ethical practice.
(Language of instruction: English)

Learning Outcomes

1. Develop a comprehensive understanding of the nature and function of research theory and practice.
2. Recognise the conceptual and methodological issues that underlie the various stages of the research process.
3. Illustrate an in-depth knowledge of the tools ad techniques of research.
4. Formulate a research report for a particular organisation.
5. Access secondary sources of data and materials through the library databases.
6. Complete qualitative and quantitative research.
7. Present, verbally and in written form, their research.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Teachers

•  MARY GREANEY 🖂
  
•  SINEAD DUANE 🖂
  

Reading List

1. "Research Methods for Business Students" by Mark Saunders, Philip Lewis & Adrian Thornhill
   ISBN: 9781292016627.
   Publisher: Prentice Hall

The above information outlines module MK563: "Research Methods" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5117: Services Marketing

MK5117: Services Marketing

Semester 1 | Credits: 5

This course builds on the student's understanding of services at undergraduate level. It also introduces issues which influence the evolution of services both academically and in practice. The course is built around the GAPs model of service performance, and addresses recent developments in the services literature such as S-D Logic and the front line employee as the service brand.
(Language of instruction: English)

Learning Outcomes

1. A comprehensive understanding of services marketing theory.
2. Further understanding of the Gaps model as a conceptual framework.
3. A greater understanding of the relevance and role of both the employee and the customer n the service encounter.
4. An insight into literature searches and reviews, and a full understanding of accessing material through the library databases.
5. An understanding of the requirements of writing and referencing a report for assessment, and presenting key points in a concise way.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Teachers

•  MARY GREANEY 🖂
  
•  ELAINE WALLACE 🖂
  

Reading List

1. "Services Marketing: Integrating Customer Focus Across The Firm" by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
   ISBN: 978077107956.
   Publisher: McGraw Hill
2. "Interactive Services Marketing" by Raymond P. Fisk, Stephen J. Grove, Joby John
   ISBN: 9780618641802.
   Publisher: Houghton Mifflin
3. "Creating powerful brands" by Leslie De Chernatony and Malcolm McDonald
   ISBN: 0750659807.
   Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.

The above information outlines module MK5117: "Services Marketing" and is valid from 2023 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5158: Partnership Marketing

MK5158: Partnership Marketing

Semester 2 | Credits: 5

As businesses respond to societies grandest challenges such as climate change, more so then ever leaders require the skills to adapt to an ever-evolving landscape. Stakeholder engagement, network development and partnership relationships are playing an important strategic role in planning and marketing leadership. The aim of this module is twofold a) to explore the role of stakeholder engagement and partnership development as an approach to create competitive advantage. b) to demonstrate the evidence-based stakeholder and partnership processes available to support problem solving in an ever evolving business environment.
(Language of instruction: English)

Learning Outcomes

1. Define and differentiate between stakeholders and partnership relationships, their role and function when addressing business problems.
2. Critically assess the process of transitioning from stakeholder engagement activities to impactful partnership approaches across sectors and networks.
3. Using real life examples, conduct a systematic stakeholder, gap analysis and partnership audit, identifying and evaluating the relevant direct and indirect stakeholder, partnership and network activities.
4. Appraise the impact of partnership strategies on different stakeholder groups and the implications for engaging these groups in collective action.
5. Demonstrate the requirements of writing and referencing a professional stakeholder engagement and partnership strategy for a particular organisation.

Assessments

• Written Assessment (50%)
• Continuous Assessment (50%)

Teachers

•  CHRISTINE DOMEGAN 🖂
  
•  MARY GREANEY 🖂
  

The above information outlines module MK5158: "Partnership Marketing" and is valid from 2024 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5140: Cases in Marketing Management & Strategy

MK5140: Cases in Marketing Management & Strategy

Semester 2 | Credits: 10

Decision making in marketing is primarily a skill, and like all skills it is best learned through practice. The course will discuss how companies become market driven and guide their strategies based on a shared understanding of markets and competition. Each case will offer a challenging marketplace situation for learning and applying marketing strategy concepts through class discussion and case analysis of selected Irish, European and U.S. companies. Case presentations will also be required.
(Language of instruction: English)

Learning Outcomes

1. Demonstrate the role of marketing in relation to the overall strategic goals of organisations.
2. Apply marketing theories, concepts, models and frameworks to marketing and industry and organisational scenarios.
3. Assess the complexities of marketing opportunities and threats and other environmental issues facing organisations.
4. Critically evaluate marketing strategies and their implementation.
5. Deliver professional and persuasive written and/or oral presentations.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Teachers

•  DECLAN FLEMING 🖂
  
•  MARY GREANEY 🖂
  

The above information outlines module MK5140: "Cases in Marketing Management & Strategy" and is valid from 2024 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5136: Digital Sales Management

MK5136: Digital Sales Management

Semester 2 | Credits: 5

Digital Sales Management examines why embracing the social web is vital and how managing selling activities changes in a digital environment. This module examines the key issues in digital sales management from both a theoretical and practical perspective. Sales and marketing functions are increasingly converging, with lead generation now frequently arising from digital campaigns. In digital sales, the selling function is carried out by many front of house services staff that need to understand and interact with customers via multiple channels, participating in social media in collaboration with marketing to influence purchasing decisions and convert leads into sales. Digital Sales Management outlines the new strategies required to make the most of the digital sales opportunities that exist. It provides the practical advice, sales and marketing professionals need to harness technology for better selling.
(Language of instruction: English)

Learning Outcomes

1. Recognise the importance of focus in business and ‘nailing a niche’.
2. Develop an understanding of the business impact and importance of Sales & Marketing working together.
3. Analyse how the traditional Sales Organisation structure is undergoing a significant revolution.
4. Evaluate the stages of Sales & Marketing funnels and how to manage pipelines to achieve results.
5. Assess the importance of reviewing the customer experience and evaluate the role of a developed customer strategy.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Teachers

•  MARY GREANEY 🖂
  

Reading List

1. "Sales Force Management" by Johnson, Mark, W. & Greg, W.
2. "Digital Selling: How To Use Social Media & The Web To Generate Leads And Sell More." by Leboff, Grant
   Publisher: Kogan Page
3. "The Invisible Sale: How To Build A Digitally Powered Marketing & Sales System To Better Prospect, Qualify and Close Leads." by Martin, Tom
   Publisher: Que
4. "Sales Management" by Honeycutt, John, F., Earl, D. & Erffmeyer, Robert, C.
5. "Sales Management - Concepts & Cases" by Cron, William, L. & Decarlo, Thomas, E.
   Publisher: Wiley
6. "Fundamentals of Selling" by Futrell, Charles, M.
   Publisher: McGraw HIll International

The above information outlines module MK5136: "Digital Sales Management" and is valid from 2024 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5116: Negotiations

MK5116: Negotiations

Semester 2 | Credits: 5

Negotiation is a dialogue to discover common ground among parties with differing aims, needs and perspectives in order to achieve a solution.
(Language of instruction: English)

Learning Outcomes

1. Comparing distributive and integrative negotiations, as well as identifying the sub-processes of negotiations.
2. Distinguishing between interests and positions, as well as outlining the elements of principled negotiations.
3. Applying active listening techniques and investigating the joint outcome space through BATNA, ZOPA and anchoring.
4. Exploring the agent-client dynamics in negotiations and crafting solutions via standards and persuasion.
5. Managing hardball tactics and non-engagement, as well as identifying ethical issues in negotiations

Assessments

• Continuous Assessment (66%)
• Department-based Assessment (34%)

Teachers

•  MARY GREANEY 🖂
  
•  ANN TORRES 🖂
  

Reading List

1. "Getting to Yes: Negotiating Agreement Without Giving In" by Fisher, R. & Ury, W.
   ISBN: 978184794093.
2. "Difficult Conversations: How to Discuss What Matters Most" by Stone, D., Patton, B. & Heen, S.
   ISBN: 978067092134.

The above information outlines module MK5116: "Negotiations " and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK566: Strategic Brand Management

MK566: Strategic Brand Management

Semester 2 | Credits: 5

This module examines Strategic Branding Strategies from the theoretical perspective of Customer Based Brand Equity (CBBE). The CBBE concept asserts that the value of the brand resides in the mind of the consumer. The module examines the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands over time.
(Language of instruction: English)

Learning Outcomes

1. Develop an understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
2. Recognise the contribution of marketing programmes to brand equity.
3. Critically assess the relationship between marketing communications and brand building.
4. Formulate brand strategies and learn how to leverage strong brands over time.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Teachers

•  MARY GREANEY 🖂
  
•  ELAINE WALLACE 🖂
  

Reading List

1. "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
2. "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
   Publisher: Butterworth Heinemann
3. "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier, Breazeale & Melewar
   Publisher: Routledge
4. "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
   Publisher: Kogan Page
5. "Creating Value: the theory and practice of marketing semiotics research" by Oswald
   Publisher: Oxford University Press

The above information outlines module MK566: "Strategic Brand Management" and is valid from 2024 onwards.
Note: Module offerings and details may be subject to change.

RequiredMK5104: Marketing Analytics

MK5104: Marketing Analytics

Semester 2 | Credits: 5

This module will introduce students to the major components of marketing and sales analytics. Using current analytical tools and techniques, students will learn how to generate analytics to support data-driven decisions in such areas as marketing insights, competitive analysis, strategy, price, sales and promotions. Students will also learn how to synthesise the findings across these marketing areas and create an informed interpretation of actionable results and data-driven recommendations.
(Language of instruction: English)

Learning Outcomes

1. Critically assess the challenges of cultivating a data-driven organization.
2. Evaluate diverse marketing data types, marketing data collection methods, and data processing techniques.
3. Apply the marketing analytics process to generate insights, measure the effectiveness of marketing strategies, and maximize the ROI of marketing campaigns.
4. Develop proficiency in data management, analysis, visualization, and storytelling.
5. Utilize advanced marketing analysis methods to accurately forecast outcomes relevant to marketing campaigns.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Teachers

•  MARY GREANEY 🖂
  

Reading List

1. "Marketing Analytics: Data Driven Techniques with Microsoft Excel" by Winston, Wayne
   Publisher: Wiley & Sons

The above information outlines module MK5104: "Marketing Analytics" and is valid from 2024 onwards.
Note: Module offerings and details may be subject to change.

OptionalEX010: Previous Yr Exemption

EX010: Previous Yr Exemption

Not applicable | Credits: 10

Assessments

The above information outlines module EX010: "Previous Yr Exemption" and is valid from 2014 onwards.
Note: Module offerings and details may be subject to change.

OptionalEX005: Previous Yr Exemption

EX005: Previous Yr Exemption

Not applicable | Credits: 5

Assessments

The above information outlines module EX005: "Previous Yr Exemption" and is valid from 2014 onwards.
Note: Module offerings and details may be subject to change.

OptionalEX015: Previous Yr Exemption

EX015: Previous Yr Exemption

Not applicable | Credits: 15

Assessments

The above information outlines module EX015: "Previous Yr Exemption" and is valid from 2014 onwards.
Note: Module offerings and details may be subject to change.

OptionalEX020: Previous Yr Exemption

EX020: Previous Yr Exemption

Not applicable | Credits: 20

Assessments

The above information outlines module EX020: "Previous Yr Exemption" and is valid from 2014 onwards.
Note: Module offerings and details may be subject to change.

OptionalEX030: Previous Yr Exemption

EX030: Previous Yr Exemption

Unknown | Credits: 30

Assessments

The above information outlines module EX030: "Previous Yr Exemption" and is valid from 2014 onwards.
Note: Module offerings and details may be subject to change.