Marketing Management

MQF Level 5

12 Credits (ECTS)

Marketing Management

October 2024
Module Type
ECTS Credits
12 Credits (ECTS)
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Get 70% back via Tax Credit

€280 refund on this module

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)  


  • 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:

1. Face-to-face sessions: 18 hours

2. Online Learning Activities: 12 hours

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.

The tutor provides continual support during both teaching -learning modes by providing information, readings and tasks relevant to the module in question.

The tutor provides continuous formative feedback as an on-going guidance during the student’s learning experience in preparation for their summative assessment.

How you’ll be assessed

Assessment of each module consists of two assignments, each carrying a weighting as below:

a) One Formative assignment carries 20% of total module mark achieved. b) One Summative assignment carries 80% of total module mark achieved.

For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in both the formative and the summative assignment.

The overall grade achieved for each module is calculated as the sum of: · 20% of the mark achieved for formative assignment; and · 80% of the mark achieved for the summative assignment.

All assignment tasks of both formative and summative assessment aim to provide the learner an opportunity to produce evidence of his/her competences aligned to the learning outcomes of each individual Module.


a) Formative assessment tasks are provided in the form of structured online discussions that support learners in their development throughout all of the modules studied.

Such discussions are facilitated and monitored by lecturer who provides students with constructive feedback to help them improve and prepare for summative assignment and dissertation.

For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in the formative assignment.

Formative assessment tasks will contribute to the student’s final mark to acknowledge their work and give chance to improve.

This method allows students to 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.

b) Summative assessment is done via one assignment at the end of each module. The mode of assessment varies and may include in-class assignments, and home-based written assignments.

The assessment tools for this module are proposals or case studies.

Word count range: 1500 ± 10%

For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in summative assignment.


Module Intake Dates

October 2024

Additional Info

Reading for the entire Bachelor of Science (B.Sc.) in Management as presented in this brochure costs €9,000.*  

The cost for the different exit points is as follows:  

  • Certificate in Business Management : €2,000 
  • Diploma in Business Management: €4,000 
  • Higher Diploma in Business Management: €6,000 

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


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.


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.


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.
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