Marketing & Strategic Planning

 

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Main Description show detail >>
 
 
 
Department: Construction/Civil Engineering Module Code: MKTG81000
Level: Level 8 Contact Hours: 36
Duration: 1 Semester Directed Study Hours: 12
Effective Term: 2014/15 Indep. Study Hours: 52
Credits: 5

Prerequisite Knowledge:

  None

Module Description/Aims:

  To provide the student with the theoritical and practical knowledge which will enable him/her to develop and analyse marketing and strategic planning activities in an organisation  


 
Contact Hours show detail >>
   
 
Contact Type Hours
Lecture2 Per Week
Tutorial1 Per Week


 
Learning Outcomes show detail >>
   
 
On successful completion of the module, the learner will be able to:
No. Description/Learning Outcomes
1Evaluate the role of marketing and strategic planning activities
2Compare alternative primary marketing research designs
3Examine the impact of environmental forces on an organisation
4Appraise the challenges and opportunities of doing business in an international market
5Analyse and construct a marketing plan
6Assess alternative approaches to strategic planning in organisations.


 
Learning Strategies show detail >>
   
 
Learning Strategies
Lectures
Tutorials
Practical workshops
Case studies
DVDs
Guest industry speakers


 
Indicative Syllabus Content show detail >>
   
 
Content Detail
The Marketing Function
• The role and purpose of marketing
• The marketing environment
• Consumer and business to business marketing
• Market segmentation targeting and positioning
• Developing a sales and marketing budget
Marketing Research• Importance of research
• Secondary data sources
• Steps in primary marketing research process
• Qualitative versus quantitative research techniques
The Marketing MixProduct/Services strategies
• Product decisions
• Branding
• The services maketing mix

Price Strategies
• Pricing concepts
• Pricing process
• Pricing objectives

Promotion
• Personal selling/Advertising
• Public relations
• Online Marketing
• Sponsorship
• Sales promotions
• Relationship marketing
• Company image components

Place
• The role and importance of customer service
• Distribution
• Complaint handling
International Marketing• Differences /difficulties in doing business internationally
• International business environment(s)
The Marketing Plan• Components of a Marketing Plan
• Marketing Control
Planning• Strategic planning - role and benefits
• Strategic planning processes - formal V Other
• Strategy analysis
• Strategy formulation
• Strategy implementation


 
Assessment Strategies show detail >>
   
Assessment Strategies
Students will be assessed using a combination of Project work, and end of semester examination


 
Indicative Assessments show detail >>
   
Learning Outcome Assessment Category Assessment Method Additional Information % alloc
1, 2, 3, 4, 5, 6Final Exam (Scheduled)Final Written Exam2 Hour exam70
3, 4, 5Continuous AssessmentProject - IndividualFor a choosen company in the construction/renewable energy/energy management sector, the students will review the current marketing approches adapted by this organisation in it's current environment. The student will then idenify numerous recommendations that should be implemented for the future success of this business in this very dynamic and competitive environment. A full project brief is distributed to the students identifying all elements to be examined in this project.30


 
Reading List show detail >>
   
 
Type ISBN Title Author Publisher Year Edition Library Link
Essential1234567891011Building your Business: A Construction Industry Marketing Guide
Tessa O Connell
CIF		20031st-
Recommended9781405181877Marketing and Selling professional Services in Architecture and Construction
Basil Sawczuk
Blackwell Publishing		20091st-
Recommended9781405159128Corporate Strategy in Construction: UnderstandingToday's Theory and Practice
Steven McCabe
Wiley-Blackwell 		20101st-
Recommended9780470998106Managing Innovation: Integrating Technological, Market and Organizational Change
Joe Tidd& John Bessant
Blackwell publishing		20094th-
Recommended9780470779668Power Markets and Economics: Energy Costs, Trading and Emissions
Barrie Murray
John Wiley& Sons		20091st-
Recommended0615388353Renewable Energy- Facts and Fantasies
Craig Shields
Clean Energy Press		20101st-
Essential9780717149810Marketing an Introduction for Irish Students Fourth Edition 2011
Donal Rogan
Gill and Macmillan		2011Fourth-


 
Journals and Websites show detail >>
   
 
Type Description
JournalConstruction- CIF
Course MaterialConstruction Marketing Conference proceedings- Oxford Brooks University 2. Energy Policies of IEA Countries- Ireland 2007 Review OECD/IEA
WebsiteConstruction/Facilities Companies 2. www.edie.net 3. www.reegle.info 4.www.renewableenergyworld.com
Course MaterialReview of the Construction Industry- DKM- Economic consultants Branding and Marketing for Renewable Energy Companies- Ted Page-Free eBook
JournalJournal of Management in Engineering
Course MaterialThe Sunday Times Business Section
Course MaterialThe Irish Times Business Section
WebsiteEnterprise Ireland http://www.enterprise-ireland.com
WebsiteIrish Research Company http://www.amarach.com
WebsiteIrish Consumer Association http://www.consumerassociation.ie
Course MaterialITT Library Online Resources
Course MaterialCourse material and readings will be available on Blackboard.
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Curricular information is subject to change