1 evening per week, 6.30-9.30pm
This course is starting in February 2021.
- Why Marketing Management?
- What will I learn?
- Course Structure and Content
- Pathway Options
- Entry Requirements
- How to Apply
Why Marketing Management?
As the market evolves so quickly Marketing Management has never been so important for all businesses, as it enables them to understand customer needs and improve their product and/or service offerings to satisfy customer needs. It also considers techniques and channels to expand their range and reach potential customers.
Students of this course will be equipped with the analytical and critical evaluation skills to evaluate the contribution of marketing and the marketing activities employed in any organisation.
This standalone postgraduate module is ideal to study individually to gain specialist academic, professional and technical knowledge and skills in marketing management. It also provides a flexible progression route where you can combine with other qualifications to complete an MBA.
Learning Outcomes
Upon the successful completion of this module, the student should be able to demonstrate the ability to:
- critically appraise key marketing activities and the contribution of the marketing department to the whole organisation
- anticipate and critically evaluate future developments in the field of marketing
Course Structure
- 1 module, 12 weeks duration, one evening per week 6:30 to 9:30 pm with an induction event.
- Equivalent to level 9 on the Irish National Framework of Qualifications (Level 7 on the Framework for Higher Education Qualifications (FHEQ) UK.
- This Module is the credit equivalent of 10 ECTS (or 20 CATS), recognised internationally.
Indicative content
- The marketing concept: the changing nature of marketing, its key components and applications.
- Scanning the external and internal marketing environments
- Market Analysis & customer insight - market forces and failure, government intervention and failure in the market, competitive, cooperative and competitive paradigms, consumer behaviour/expectations in a rapidly changing digital environment
- Market segmentation, target marketing and positioning and their use in creating value-delivering marketing strategies and marketing plans.
- Understand how resources, assets, competences and capabilities support the achievement of delivering innovative strategies
- The marketing mix concept, its relation to segmentation and designing the marketing strategy
- Internal organisational marketing; communication of the corporate brand/reputation. Development of brand building techniques for delivering customer value/experience
- Current issues and future developments in marketing to ensure ongoing sustainability of the role of marketing as well as for organisations
Assessment
This module will be assessed by continuous assessment in the form of two practical assessments, comprising a report 75% and presentation 25%.This is done in teams.
Pathway Options
- On its own: Equivalent to Level 9
- With 2 other modules: PG Certificate in Business Administration*
- With 5 other modules: PG Diploma in Business Administration* *
- The above + dissertation: MBA
* Under UWTSD Regulations you can only RPL 2/3 of the credits for a qualification.
If you complete 2 modules and wish to do another module then you must register for the Postgraduate Certificate in Business Administration.
** Under UWTSD Regulations you can only RPL 2/3 of the credits for a qualification.
If you have completed the Postgraduate Certificate in Business Administration and you complete one more module you will have completed 2/3 of the credits to allow RPL for the next qualification, the Postgraduate Diploma in Business Administration.
Now you must register for the Postgraduate Diploma in Business Administration in order to complete the 5th and 6th module.
This accredited module is worth 10 ECTS and can be used to build up towards an MBA.
Entry Requirements
This module has been designed for Continuing Professional Development in business administration and management.
- Applicants are expected to have appropriate experience in management or relevant employment. Alternatively graduates with at least second-class honours in an Honours degree (Level 8) can be admitted.
- For those who have not been educated through English, a demonstrated proficiency such as an IELTS score of 6.0, with at least a 5.5 in all components is required.
- Contact one of our admissions team who can guide you through the application process.
How to Apply
You can contact or apply to us directly using the the "Enquire Now" or "Apply Now" options at the top of the page, this will reserve your place and also give us the key details to start your application, a member of our admissions team will then contact you with further details, or alternatively you can simply "Ask us a Question" using the form below.
You can also "Book a One-to-One" with one of our course specialists who will provide you with additional guidance on your application, you can set up a meeting by:
- Calling us at: +353 1 2461526
- Email us at: This email address is being protected from spambots. You need JavaScript enabled to view it.
We also have flexible payment plans, please contact us to discuss your options or visit the college anytime and our course specialists will be more than willing to discuss any queries you may have.
We look forward to meeting you.
OTHER RELATED COURSES
Diploma in Sales and Marketing
This sales and marketing course has been developed to meet the needs of working professionals, managers and supervisory staff, from various non-marketing and sales backgrounds, who may wish to develop skills and techniques to effectively function within the areas of sales and/or marketing.
Diploma in Customer Relationship Management
The course aims to provide insight into the many features and functions of customer relationship management theories and practices. You will learn how best to manage customers and their needs and expectations, ensuring there is a genuine relationship built up with a customer base.
Pathway Options
- On its own: Equivalent to Level 9
- With 2 other modules: Postgraduate Certificate in Business Administration*
- With 5 other modules: Postgraduate Diploma in Business Administration* *
- The above + dissertation: Masters in Business Administration
Study your way and around your schedule
Your pathway to a Postgraduate Certificate, Postgraduate Diploma or MBA
Your path to leadership
If you are a high-potential graduate or a senior business professional, seeking to maximize your business and personal potential, an MBA will not only help you realise your ambitions but redefine them.
Meet Richard O'Brien, Head of Recruitment at IBAT College
Apply now to reserve your place.
Question? Ask us.
Take the first step
Experience the course, meet academics and course specialists with our next free MBA Taster Lecture. RSVP here.