MKTG08014 2022 Professional Marketing Practice

General Details

Full Title
Professional Marketing Practice
Transcript Title
Prof Marketing Practice
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
08 - NFQ Level 8
05 - 05 Credits
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Catherine McGuinn, Kate Duke, Aileen Brennan
Programme Membership
SG_BBMTS_K08 202200 Bachelor of Business (Honours) in Business with Marketing (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

This subject aims to provide an understanding and appreciation of the marketing profession, continuous professional development and marketing in practice. Topics include professional marketing practice, contemporary issues in marketing and relationship marketing. Students are prepared for the workplace and learn how to engage professionally. Emphasis is placed on presentation, interpersonal and interview skills. The module is layered to consider the individual, the role of marketing, the organisation and the profession. This is key to learn how to deliver best practice.

Learning Outcomes

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


Appraise key aspects of professional marketing practice


Synthesise the role of relationship management to marketing practice


Demonstrate the need for continuous professional development

Teaching and Learning Strategies

Group learning




Individual learning/personal reflection

In class discussion

Module Assessment Strategies

Continuous assessment 100%


  • Marketing in practice project 40%
    • Learners are required to complete an applied project that demonstrates professional marketing practice skills.
  • Professional Marketing Practice/Job interview 60%
    • Each student has a 30 minute interview with both lecturers who deliver the module.
    • The interview is a job interview that also addresses themes such as: best practice marketing, the marketing profession, contemporary issues and continuous professional development.

Repeat Assessments

As above or combination thereof.

Indicative Syllabus

1.     Professional Marketing     (LO 1)                                                      

  • Evaluate what is meant by professional marketing
  • Synthesise professional codes of conduct and behaviour
  • Debate the merits of professional representative bodies
  • Assess standards of best practice
  • Articulate the value of marketing as a profession

2.     Relationship Marketing         (LO 2)                                              

  • Analyse the costs and benefits of relationship marketing
  • Evaluate the role of internal marketing
  • Assess the importance of stakeholder relationship management
  • Formulate a system for effective implementation of relationship marketing
  • Critique the role of relationship management and professional practice

3.   Continuous Professional Development       (LO 3)                      

  • Demonstrate knowledge of contemporary marketing issues
  • Develop individual professional skills
  • Critique the need for continuous professional development in marketing
  • Demonstrate the ability to engage with continuous professional development 
  • Analyse the merits of professional recognition for the marketing discipline

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Oral Exam Job Interview and Feedback Coursework Assessment Oral Exam/Presentation 60 % Week 9 1,2,3
2 Project Marketing in Practice Coursework Assessment Group Project 40 % Week 10

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre In class lecture 2 Weekly 2.00
Independent Learning UNKNOWN Self directed learning 4 Weekly 4.00
Workshop / Seminar Flat Classroom Workshop 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Module Resources

Non ISBN Literary Resources

Professional Marketing Practice-Workbook

Journal Resources

Business Horizons

Harvard Business Review

Journal of Consumer Marketing

Marketing Intelligence and Planning

Qualitative Market Research: An International Journal

URL Resources


Other Resources


Additional Information