Marketing Management
12 Credits (ECTS)
Marketing Management
Get 70% back via Tax Credit
Module Description
Marketing is the method used to inform people about a particular product or service, in order to encourage people to buy more, thus making an increase in sales.
In such an environment profitability is paramount and customers’ needs must be identified and satisfied.
The Marketing concept is about creating satisfied customers.
This can be done through coordinating the development, pricing, promotion and distribution of products, services and ideas and thus creating a good marketing mix for your target audience.
Entry Requirements
Candidates who apply for this course must possess:
- a qualification at MQF Level 4 (one ‘A’ Level or equivalent in any subject)
AND
- a pass in English* and Mathematics at MQF Level 3 (‘O’ Level or equivalent).
Preference is given to applicants having a year of work experience related to the field of study.
*Students whose first language is not English will be required to demonstrate evidence of an adequate level of English proficiency.
Target Audience
This course is targeted at people who wish to have a thorough background in management in order to progress further in their careers, such as:
- Supervisors
- Coordinators
- Assistant Managers
- Junior Managers
- Middle Managers
- Project Coordinators/ Project Managers
The target group can also be extended to groups that have significant management experience but lack a formal qualification, such as managing directors and officers.
Module / Unit Instructions
The proposed structure comprises a blended approach promoting the building of a community of practice via peer-to-peer learning. The structure uses primarily two dimensions of teaching-learning modes:
- Face to Face sessions
Face-to-face sessions include lectures, tutorials, discussions, presentations and workshop activities promoting peer-to-peer learning.
- Online Learning Activities
Online learning activities incorporate tutorials and asynchronous discussions. These may consist of active interaction, participation and contributions in fora discussions, sharing resources and self-reflection exercises. Learners also contribute to the building of the community of practice by providing feedback to their peers as critical friends, enhancing the learner’s critical engagement throughout the study period.
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
- Summative 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.
Learning Outcomes
Competences:
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Demonstrate appropriate segmentation methods for specific organisations according to their marketing needs.
- Prepare appropriate market targeting strategies for different industry sectors.
- Carry out the analysis of an organisation’s current marketing mix to determine its success rate.
- Design a marketing plan with a well-integrated marketing mix.
Knowledge:
At the end of the module/unit the learner will have been exposed to the following:
- Provide a definition of marketing and its role.
- The marketing concept – benefits of the marketing concept.
- The historical development of marketing and its development as a concept.
- The marketing planning process and the interaction of marketing with other organisational functions – including the marketing planning cycle.
- Marketing Information Systems.
- Marketing Research and Integration of information.
- Factors affecting marketing decisions.
- Internal and External and Micro and Macro factors.
- Marketing audit – evaluation of current marketing mix.
- SWOT analysis.
- Portfolio analysis using Boston Matrix.
- The different types of markets for segmentation purposes.
- The marketing mixes across different industry sectors.
- Product Strategies.
- Product Positioning analysis tools.
- Pricing Strategies.
- Promotion and Promotional Strategies – Promotional Mix.
- Distribution Strategies and Methods.
- Extended Marketing Mix – the interdependent marketing mix.
Skills:
At the end of the module/unit the learner will have acquired the following skills:
- Create an on-going plan for customer satisfaction to realise the marketing concept.
- Prepare internal and external information and present as a basis for decision making.
- Carry out a SWOT analysis and present information as a basis for decision making.
- Demonstrate product positioning using the Boston Matrix and present information as basis for decision making.
- Use segmentation methods to identify relevant target markets.
- Apply appropriate targeting strategies for different industry sectors.
- Use all internal and external information to make appropriate decision for the marketing mix.
- Create a full marketing plan for own organisation.
- Show the interaction of marketing with the other functions of an organisation.
Judgment Skills and Critical Abilities:
The learner will be able to:
- Choose the most appropriate information sources for the marketing of own company.
- Identify the barriers that might exist to own information sources.
- Select key and relevant information for analysis.
- Analyse the reliable data collected in relation to own marketing plan and target audience.
- Select the appropriate segmentation methods and targeting strategies for own marketing mix.
- Propose a marketing plan to be implemented by own organisation.
- Distinguish between micro and macro sources for own organisation.
Module-Specific Digital Skills and Competences:
The learner will be able to:
- Navigate through the online learning platform to benefit from assignments, discussion boards, literature, tutorials etc.