Marketing Management
6 Credits (ECTS)
Marketing Management
Get 70% back via Tax Credit
€613 refund on this module
Module Description
This module offers a holistic exploration of marketing management, equipping students with the essential concepts, tools, and methodologies to effectively oversee marketing efforts.
Through a comprehensive overview, students will gain insights into various aspects of marketing management, including brand audits, strategy development, initiative planning, and project evaluation.
By delving into key concepts, such as market analysis, consumer behavior, and marketing mix strategies, students will develop a deep understanding of the critical importance of planning, coordinating, and controlling marketing activities to enhance organizational performance.
Furthermore, the module will provide practical insights and case studies to illustrate how marketing managers can leverage these concepts and methodologies to drive business growth, build brand equity, and achieve strategic objectives.
Overall, this module empowers students to become proficient marketing managers capable of navigating dynamic market environments and delivering impactful marketing outcomes.
Entry Requirements
Candidates who apply for this course must possess one of the following:
- a Level 6 degree;
OR
- a Level 5 diploma or higher diploma and 5 years’ work experience in a supervisory or managerial role.
Preference is given to applicants having a Level 6 degree in a discipline related to the study programme and a minimum of 3 years’ work experience in management.
Target Audience
This course is targeted at management professionals with supervisory and/or middle management experience such as:
- Operations Manager/ Coordinator
- Financial Manager
- Supply Chain Manager
- Shop Floor Manager/ Supervisor
- Marketing and Sales Manager
- Services Manager/ Supervisor.
- Retail Managers/ Supervisors
- Transport Managers
- Maintenance Managers
- Marketing Managers
The target group focuses primarily on people already employed within supervisory and managerial roles who wish to have a more thorough background in the subject in order to progress further in their careers.
Career Paths
The programme aims to prepare you for senior posts such as that of General Manager, Head of Department or Director of any organisation, both in the private and public sector.
How you’ll be assessed
The course comprises:
- Evening classes for part-time courses.
- Classes held throughout the day for full-time courses.
- Guided learning, presentations, comprising synchronous online discussions, tutorials and/or videos.
- Self-study hours comprising research, reading and assignment work.
Assessment
Assessment is carried out via two mandatory components:
- Modular Assessment
- Dissertation Assessment
The programme includes different forms of assessment which allow for and promote students’ critical engagement. The formative and summative assessment tasks may include an in-class assignment and/or a home-based written assignment using diverse assessment tools which may take the form of online and in-class discussions, examinations, case studies, reports, proposals, essays, and presentations, etc., as applicable to the diverse modules.
Additional Info
Upon successful completion of this course, students will be eligible for a 70% refund of the cost through the ‘Get Qualified’ scheme.**
Due to the modular structure of the course, you may also opt to take individual modules as stand-alone. The entry requirements still apply.***
*Prices are applicable to students who reside in Malta at the time of applying.
**Terms and conditions apply.
Learning Outcomes
Competences:
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Critically analyse the nature and scope of the marketing manager’s role and marketing function’s potential contribution to organisational effectiveness.
- Critically assess key marketing concepts, theories and tools for analyzing a variety of marketing situations and formulating socially orientated marketing strategies.
- Critically analyse and employ the methods of evaluating marketing performance and assessing the social responsibilities in context of marketing management.
- Critically analyse and develop the value of brands and branding.
Knowledge:
At the end of the module/unit the learner will have been exposed to the following:
- Critically analyse and evaluate marketing strategies and plans.
- Identify, challenge, and assess customer insight.
- Critically analyse key principles and concepts of marketing management to effectively positioning an offering in a socially responsible approach.
Indicative content:
- Introduction to Marketing Management
- Understanding Marketing Management
- Developing a marketing strategy
- Understanding the target customer
- Marketing tactics and programmes
- Measuring and managing marketing performance
Skills:
At the end of the module/unit the learner will have acquired the following skills:
- Critically analyse and apply theory in developing strategic marketing plans that entertain a set of social responsibilities.
- Apply concepts, tools and methodologies to the analysis of marketing situations, contemporary issues and resolution of marketing problems in a variety of contexts; · Apply methods of evaluating marketing performance.
- Critically analyse and apply principles of branding allowing to create and sustain brand equity.
- Apply and adapt marketing theories for use in practical settings (case studies)
Judgment Skills and Critical Abilities:
The learner will be able to:
- Collect, analyse and interpret data/information to support arguments, and to develop and apply ideas related to Marketing Management.
Module-Specific Communication Skills:
The learner will be able to:
- Express personal ideas and analytical ability in relation to case-based material related to marketing management.
Module-Specific Learner Skills:
The learner will be able to:
- Use personal reflection to analyse the key concepts and debates around marketing management.
- Engage critically and analytically with marketing management-related literature.
Module-Specific Digital Skills and Competences:
The learner will be able to:
- Navigate through the CRM systems (e.g. Hub Spot, Salesforce) to capture relevant information and generate associated customer insight intended to help in the development of strategic marketing plans and IMC campaigns.