MKTG08013 2022 Marketing Planning

General Details

Full Title
Marketing Planning
Transcript Title
Marketing Planning
N/A %
Subject Area
MKTG - Marketing
BUS - Business
08 - NFQ Level 8
05 - 05 Credits
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Marie Moran, Aileen Brennan, Angela Bartlett
Programme Membership
SG_BBUSI_K08 202200 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BBMTS_K08 202200 Bachelor of Business (Honours) in Business with Marketing (Add on) SG_BHRMS_K08 202200 Bachelor of Business (Honours) in Business with Human Resource Managment (Add-on) SG_BGENE_K08 202200 Bachelor of Business (Honours) in General Business (Add-on) SG_BBUSS_K08 202200 Bachelor of Business (Honours) in Business (Add-on) SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BMARK_H08 202200 Bachelor of Business (Honours) in Marketing SG_BBUSJ_H08 202300 Bachelor of Business (Honours) in Business with Supply Chain Management SG_BSUPP_H08 202300 Bachelor of Business (Honours) in Supply Chain Management

This module will provide students with a comprehensive knowledge of marketing planning theory to develop skills in critically evaluating, formulating and interpreting marketing policy. It focuses on the major issues associated with the effective implementation of marketing strategies and develops the critical evaluation skills of students in the application of marketing strategies to real life scenarios. There is a focus on tactical/marketing mix strategies in shaping the marketing offering.

Learning Outcomes

On completion of this module the learner will/should be able to;


Critically evaluate the competitive environment


Apply marketing theories and models in shaping the market offering, including product strategy and pricing strategy


Critically assess the role of marketing channels


Design and manage integrated marketing communications


Apply marketing theories, models and practices in real life case studies

Teaching and Learning Strategies

Universal Design for Learning (UDL) is incorporated into the teaching and learning strategies. The teaching materials on the Moodle page are accessible in alternative formats including audio, HTLM, ePub. A combination of Lecturers, Tutorials, In-class discussion, Presentations, Peer teaching, Role play, Case studies and Online resources are used. 

Module Assessment Strategies

Both formative and summative assessment strategies are used.


Final Exam 60% (Closed book exam)

Continuous Assessment 40% (may include one but not more than two of the following: Presentations, Role play, Case studies, Multiple choice questions, Short questions, Essays, Peer teaching, Open book exams, Group based projects. UDL principles are incorporated into assessment. 

All learning outcomes are assessed once, but not more than twice. Rubrics and marking schemes are available prior to any continuous assessment.

Formative (MCQ, group based class exercises, group based informal presentations)

Repeat Assessments

Reassessment of this module will consist of a repeat examination, and/or repeat coursework

Indicative Syllabus

Dealing with Competition (LO 1, LO 5)

  • Overview of Porter's Five Forces, identifying and analysing competitors
  • Designing competitive strategies for market leaders, challengers, followers and nichers
  • Balancing competitor-centered and customer-centered companies

Setting Product and Services Strategy (LO 2, LO 5)

  • Product characteristics, classifications and differentiations
  • Application of the product life cycle, new product development strategy, packaging
  • Nature and characteristics of services, marketing strategies for services, customer excellence

Building Strong Brands and Crafting the Brand Positioning (LO 2, LO 5)

  • Creating brand equity (what it is, how to build, measurement, brand management)
  • Developing and communicating a positioning strategy (positioning, differentiation strategies, product life cycle strategies)


Developing Pricing Strategies and Programmes (LO 2, LO 5)

  • The role of pricing objectives and strategies (pricing process, new-product pricing strategies, price-adaptation strategies, initiating and responding to price changes)
  • The impact of technology on pricing

Critically assess the role of marketing channels (LO3, LO 5)

  • The nature and importance of marketing channels, channel-design decisions, channel management decisions

Designing and Managing Integrated Marketing Communications (LO 4, LO 5)

  • The role of marketing communications, developing effective communications, managing the integrated marketing process
  • Managing and evaluating mass communications (advertising, sales promotion, events and public relations)
  • Managing and evaluating personal communications (direct marketing, including social media and personal selling)

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Coursework Assessment Project 25 % Week 5 1,2,3,4,5
2 Presentation Coursework Assessment Assessment 15 % Week 7 5
3 Role play Formative Assessment - % OnGoing
4 Multiple Choice Questions Formative Assessment - % OnGoing
5 Assessment Formative Assessment - % OnGoing

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 60 % End of Semester 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified lecture 3 Weekly 3.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Independent Learning UNKNOWN Self Study 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified Lecture 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00
Total Online Learning Average Weekly Learner Contact Time 1.00 Hours

Required & Recommended Book List

Recommended Reading
2019-07-03 Kotler: Marketing Management_p4
ISBN 1292248440 ISBN-13 9781292248448

The classic Marketing Management is an undisputed global best-seller - an encyclopedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance - the heart of the book - and adds: A structure designed specifically to fit the way the course is taught in Europe. Fresh European examples which make students feel at home. The inclusion of the work of prominent European academics. A focus on the digital challenges for marketers. An emphasis on the importance of creative thinking and its contribution to marketing practice. New in-depth case studies, each of which integrates one of the major parts in the book. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programmes.

Recommended Reading
2021-11-17 Marketing Management, Global Edition Pearson
ISBN 1292404817 ISBN-13 9781292404813

Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States. Forundergraduate and graduate courses in marketing management Thegold standard for today's marketing management student The world of marketing is changing every day -- and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in itsbreadth, depth, and relevance, the 16th Edition features astreamlined organization of the content, updated material, and new examplesthat reflect the very latest market developments. After reading this landmarktext, students will be armed with the knowledge and tools to succeed in the newmarket environment around them. MyLab Marketing is not included. Students, if PearsonMyLab Marketing is a recommended/mandatory component of the course, please askyour instructor for the correct ISBN. Pearson MyLab Marketing should only bepurchased when required by an instructor. Instructors, contact your Pearsonrepresentative for more information.

Recommended Reading
2017-01 Principles of Marketing Pearson
ISBN 013449251X ISBN-13 9780134492513

For Principles of Marketing courses that require a comprehensive text. Help readers learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Also available with MyMarketingLab MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. Students, if interested in purchasing this title with MyMarketingLab, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information. If you would like to purchase both the physical text and MyMarketingLab, search for: 0134642317 / 9780134642314 Principles of Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package Package consists of: 013449251X / 9780134492513 Principles of Marketing 0134518284 / 9780134518282 MyMarketingLab with Pearson eText -- Access Card -- for Principles of Marketing "

Module Resources

Non ISBN Literary Resources

As per booklist

Updated Literary Resources
Journal Resources

Various Journals (Harvard Business Review, Irish Marketing Journal, McKinsey Quarterly, Journal of Marketing, Sloan Management Review, European Journal of Marketing, Irish Marketing Journal)

URL Resources

Library Databases (Emerald, Infotrac, Science Direct)

Various websites such as;;;;;

Moodle page

Other Resources

 Various Case Studies and Reports.


Additional Information