Marketing Management & Planning

Dublin City University

Course Description

  • Course Name

    Marketing Management & Planning

  • Host University

    Dublin City University

  • Location

    Dublin, Ireland

  • Area of Study

    Management Science, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    This course is designed to broaden the student's knowledge of marketing management and planning. The student will acquire a theoretical foundation through the lecture programme and discussions on marketing management and planning concepts and frameworks. The use of case studies will allow the student to explore the process of marketing decision-making and strategy development as well as enhancing the ability to apply marketing theory to a wide range of problems. The course is taught using a combination of lectures, case studies, class presentations and discussion seminars. The students will develop group-work, presentation and listening skills as they defend and adapt their marketing proposals in the light of class discussion. 

    Learning Outcomes
    1. demonstrate an in-depth and practical knowledge of key marketing concepts, theories and techniques for analysing different marketing situations
    2. explain the role of the marketing plan within the context of an organisation's strategy and broader marketing environment
    3. identify the means of achieving a sustainable competitive advantage in the marketplace
    4. prepare and communicate a detailed marketing plan that includes marketing strategy and appropriate marketing mix policy
    5. critically evaluate alternative marketing strategies and recommend an appropriate strategy
    6. demonstrate group-work, presentation, questioning and listening skills

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.