Module Information

Module Identifier
Module Title
Applied Marketing Management
Academic Year
Semester 2
Also available in
MM10120 and
Other Staff

Course Delivery

Delivery Type Delivery length / details
Tutorial 5 x 1 Hour Tutorials
Lecture 9 x 2 Hour Lectures


Assessment Type Assessment length / details Proportion
Semester Assessment Diary  (Team Meeting diary and performance in meetings)  10%
Semester Assessment Presentation  (Group Presentation to ‘client’ including developed product and marketing media)  90%
Supplementary Assessment Individual written launch plan documenting all of the group work for the product with additional personal input. 2500 words plus appendices.   100%

Learning Outcomes

On successful completion of this module students should be able to:

* Demonstrate an ability to work in a team environment on specific business projects;

* Present work professionally to a business audience;

* Show an awareness of the challenges of business negotiations and an ability to deal with those challenges;

* Apply marketing theories to practical marketing problems and resolve them;

* Communicate areas of marketing theory and practice to a business audience in a professional manner;

* Analyse market data to make business decisions;

* Manage complex marketing projects to deadlines.


This module will enhance the practical application of many marketing theories taught within the marketing schemes. It will give an insight into marketing communications and the practical aspects of marketing that will later be given theoretical frameworks. This will help students to assimilate the theoretical knowledge better and improve overall employability. Lectures are applied during the tutorial sessions and coursework to give all students a practical and working knowledge of an area that is fundamental in business today. Core to N500 and optional for other marketing degrees.

Brief description

Students work in teams and are ‘client teams’ for an agency. They have a client brief to design, develop and launch a new product according to the brief. The assessment is their ‘pitch’ to the client and the quality of the media produced. There is a mix of specific lectures on areas they need to develop their offerings (e.g. creative agencies, advertising etc) and ‘client meetings’. They have to pitch against the other teams to ‘win the business.’ The highest marked team wins a prize.


Client Brief:

Background information on client, rationale for the brief, objectives, the brief itself, market research and industry information, budgetary information. Lectures on: Advertising/agency, innovation, design, finance, project planning, teamwork/belbin, presentations, PR, new product development, planning a launch.

Module Skills

Skills Type Skills details
Application of Number Putting together budgets and justifying them, understanding costs of various marketing media – managing those budgets.
Communication Interviews, teamwork, presentations.
Improving own Learning and Performance Lectures and application of the theory, research and team work, interviews and presentations.
Information Technology Use of powerpoint, IT design software and background databases for research.
Personal Development and Career planning Application of marketing theory in a simulated professional environment. Giving confidence at interviews and presenting as well as team work and problem resolution.
Problem solving Working as a team to design and develop a product and then launch it.
Research skills In depth market research to justify markets launched in.
Subject Specific Skills Application and use of marketing theories. Development and launch of product. Market research, media development, marketing budget development, project planning and marketing planning.
Team work Working in teams to design, develop and launch product, then present to client .


This module is at CQFW Level 6