Course Description

Marketing Management – Level 9

IBAT College, Dublin

As the market evolves so quickly Marketing Management has never been so important for all businesses, as it enables them to understand customer needs and improve their product and/or service offerings to satisfy customer needs. It also considers techniques and channels to expand their range and reach potential customers.

Students of this course will be equipped with the analytical and critical evaluation skills to evaluate the contribution of marketing and the marketing activities employed in any organisation.

This standalone postgraduate module is ideal to study individually to gain specialist academic, professional and technical knowledge and skills in marketing management. It also provides a flexible progression route where you can combine with other qualifications to complete an MBA.

Upon the successful completion of this module, the student should be able to demonstrate the ability to:

  • critically appraise key marketing activities and the contribution of the marketing department to the whole organisation
  • anticipate and critically evaluate future developments in the field of marketing

Course Structure

  • 1 module, 12 weeks duration, one evening per week 6:30 to 9:30 pm with an induction event.
  • Equivalent to level 9 on the Irish National Framework of Qualifications (Level 7 on the Framework for Higher Education Qualifications (FHEQ) UK.
  • This Module is the credit equivalent of 10 ECTS (or 20 CATS), recognised internationally.

Indicative content

  • The marketing concept: the changing nature of marketing, its key components and applications.
  • Scanning the external and internal marketing environments
  • Market Analysis & customer insight – market forces and failure, government intervention and failure in the market, competitive, cooperative and competitive paradigms, consumer behaviour/expectations in a rapidly changing digital environment
  • Market segmentation, target marketing and positioning and their use in creating value-delivering marketing strategies and marketing plans.
  • Understand how resources, assets, competences and capabilities support the achievement of delivering innovative strategies
  • The marketing mix concept, its relation to segmentation and designing the marketing strategy
  • Internal organisational marketing; communication of the corporate brand/reputation. Development of brand building techniques for delivering customer value/experience
  • Current issues and future developments in marketing to ensure ongoing sustainability of the role of marketing as well as for organisations

Experience virtual learning

IBAT is now offering 100% interactive learning via virtual classrooms, all at an affordable price. We’re adapting along with the rest of the world, to the new normal. With an increasing shift towards online learning and as jobs become harder to find, now is the time to take initiative and upskill by gaining a diploma from the comfort of your own home.

Benefit from live sessions with our expert tutors who are teaching in real-time and can therefore engage with you directly. Seize this opportunity to boost your prospects and stay ahead of the competition.

College Name IBAT College, Dublin
Course Category Business, Marketing
Course Type Classroom Based
Course Qualification Professional Qualification
Course Location Dublin, Ireland
Location Postcode Dublin 2
Course Start Date 17th February 2021
Course End Date 12th May 2021
Course Fee 1,800
Course Duration 12 Weeks
Course Times Wednesday Evenings, 6.30pm - 9.30pm
Entry Requirements This module has been designed for Continuing Professional Development in business administration and management. Applicants are expected to have appropriate experience in management or relevant employment. Alternatively graduates with at least second-class honours in an Honours degree (Level 8) can be admitted. For those who have not been educated through English, a demonstrated proficiency such as an IELTS score of 6.0, with at least a 5.5 in all components is required. Contact one of our admissions team who can guide you through the application process.
Career Path This accredited module is worth 10 ECTS and can be used to build up towards an MBA. Students who successfully complete this module may either enrol directly onto the MBA - Masters of Business Administration programme where they will need to take a further 80 ECTS (5 modules and a dissertation) or take another module which can be used to progress to the MBA.
For information about IBAT College, Dublin, please visit our college page on by clicking here.

Course Provider

IBAT College, Dublin

16-19 Wellington Quay, Dublin, Republic of Ireland

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IBAT College, Dublin
16-19 Wellington Quay, Dublin, Republic of Ireland

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