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Study Guide for Marketing Module: Learning Outcomes, Delivery, and Assessment Info

Background Details


This Study Guide is designed to provide you with details of this module; the learning outcomes; plus delivery and assessment arrangements.

The Study Guide consists of 6 parts.

Part 1 gives background details to the subject area are provided and the broad aims of the module are set out. 

Part 2 consists of the module outline. In this part the (a) module learning outcomes, (b) the themes and topics to be explored are explained along with the (c) learning supports to be used. 

Part 3 gives details of the module delivery arrangements. It sets out the session arrangements and the expectations in relation to your prior preparation and student engagement. The provisions for online provision are outlined in terms of class delivery and any module work with class mates.

Part 4 provides details of the assessment techniques used in this module explaining the assessment components, their rationale. 

Part 5 explains the UCD grading policy and grade descriptors drawing on the university document are given for each assessment component for the module. 

Part 6 presents the concluding comments.  

Background Details

There are many myths about marketing and how it can help firms to achieve long-term, profitable growth. While some view the marketing functions as the key to success in business, others dismiss it as the ‘fluffy’ side of business that is merely concerned with communications and advertising.

In this module, we aim to systematically evaluate how marketing, in a digital era, allows firms to create value for its shareholders, customers and society at large. The knowledge that you will acquire during the module will demonstrate to you that marketing as a management subject consists of a set of concepts and principles for choosing markets, evaluating customer needs, developing products and services which satisfy needs and wants, and delivering value to customers and profit or benefit to the company or organisation. Marketing begins long before products and services reach the market and continue long after they have been delivered. We will discuss the above issues and how they apply to companies that you know. 


While this module is not intended to transform you into experienced marketing planners, it will provide an understanding of the complexities of the process. It has a strong applied focus utilising sound theoretical concepts to endorse and develop a critical thinking, and it applies core marketing concepts to real life commercial situations. The module also seeks to develop a student’s ability to think critically, to evaluate key business decisions on solid justifications. Advance preparation for classes and workshops will be an important feature, with readings and questions for reflection assigned at the commencement of the semester.  

The aim of this module is to equip students with an understanding of core concepts in marketing and to demonstrate how these concepts can help firms to create, deliver and communicate value to important stakeholders like customers. This module focuses on application of tools and principles used to develop a marketing plan. The module draws on student prior learning and work experience and combines insights from various aspects analysis and critically access marketing opportunities, threats and other issues to evaluating and access the viability of bringing a product to a market.


The assessments in the form or written assignments and the simulation will cover the entire holistic perspective of marketing management.

Module Learning Outcomes  


On completing this module, students will be expected to be able to:

1. Have a fundamental understanding of how marketing can create, deliver and communicate value in digital environments
2. Gain knowledge of core marketing theories and concepts.
3. Understand the application of marketing theories, concepts, and tools in a digital era
4. Provide an overview of the need for market, competitor and customer analysis and insights.
5. Have the tools and insight needed to create a basic strategic marketing plan 
6. Be able to differentiate and identify areas of social responsibility and sustainability within the marketing planning process.

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