Marketing Management

MQF Level 7

6 Credits (ECTS)

Marketing Management

Start
October 2024
Module Type
Elective
Price
€875
ECTS Credits
6 Credits (ECTS)
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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. 

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.

Assessment

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 recommended assessment tool for this module is an essay title or case studies based on relevant real-life scenarios.

Word count range: 3000 ± 10% For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in summative assignment.

Assignment
Discussions

Module Intake Dates

October 2024
Price
€875

Additional Info

Reading for the entire Master of Science (M.Sc.) in Management as presented in this brochure costs €9,775.*  

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.  

*** For the price of individual modules, please contact the IDEA Academy team.  

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.

 

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