Marketing Management is a core and compulsory subject in the AIB Master of Business Administration (MBA). The subject provides 8 weeks of in-depth learning on the importance and strategic role of marketing in today’s globalised and digital business environment.
While many people think of marketing only as selling or advertising, students undertaking Marketing Management come to understand marketing as the sophisticated and complex process by which organisations engage customers, build strong customer relationships and create customer value in order to capture value from customers in return.
Studying Marketing Management, MBA students learn practical skills that impact business growth. In particular, students will conduct a market situation analysis to make sense of the market in which a business or enterprise is operating, segment the market, select an appropriate target market, and recommend strategic and tactical plans that co-create value for the selected target market. Both online and offline strategic marketing tactics are explored in the context of business-to-consumer (B2C) and business-to-business (B2B) markets, taking a customer-centric approach to creating, communicating and delivering value.
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Subject Learning Outcomes
On successful completion of this subject, you will be able to:
- Demonstrate an advanced understanding of contemporary marketing theory and practice.
- Evaluate marketing concepts and organisational issues to make evidence-based decisions on creating value for customers.
- Apply innovative marketing approaches, techniques, and ethical perspectives to recommend an evidence-based solution to the problem of capturing value from customers.
- Communicate marketing knowledge, skills, and ideas to others in writing clearly, persuasively, and credibly.
- Introduction to marketing and the marketing planning process
- Analysing the market, performing market research and understanding buyer behaviour
- Market segmentation, target marketing and positioning
- Brands, products and services
- Process, people and physical evidence
- Pricing, place and promotion
The AIB academic team hold significant qualifications and experience in their field of expertise. Our academics strive for excellence in teaching, learning, scholarship and research so they can deliver high quality, life-changing experiences for our students.
There are two (interconnected) assessments within the MBA Marketing Management subject which are designed to improve students’ understanding of the marketing planning process. Across the two assessments, students will write two reports that address different stages of the marketing process. Students will be required to utilise various frameworks for analysing the marketplace and customers and develop effective customer-driven marketing strategies and tactics to drive business growth. In particular, First Assessment includes market situation analysis, segmentation, targeting and positioning steps, culminating in selecting a primary target market for a product/service offering of a chosen organisation (brand). The Second Assessment takes students further in their marketing planning journey with persona creation, marketing mix analysis and tailored recommendations for marketing mix improvements based on the identified gaps. Both reports will require students to discuss marketing theories, collect and analyse secondary (desktop) data and make recommendations based on the data.
How you will learn
100% Online MBA Learning
Our innovative Student Learning Portal is your ultimate digital resource for everything you’ll need to successfully complete this subject and your online MBA, with the flexibility to access your learning materials, videos, podcasts and other multimedia on any device. You’ll engage with fellow students and have key concepts explained by your Online Facilitators in webinars and forums.
In addition to the Student Learning Portal, the myAIB app allows you to download modules and full subjects to view offline to save your cellular data, receive notifications for assessments and webinars, listen to audio versions of modules through Soundcloud and enjoy many other useful features.
AIB supports your success
When you study with AIB, you’ll be supported by our skilful team of over 180 academic, student support and professional staff, who will be with you every step of your MBA journey.
Student Learning Portal
- Our innovative Student Learning Portal provides all the resources and support you’ll need to successfully complete your MBA studies
- Highly qualified and experienced academics
- Practice-centric curricula, innovative learning resources and realistic assessment techniques
- Access to tools you’ll need to successfully complete your degree and excel in your career including Office 365, LinkedIn Learning, Scite_, GrammarlyEDU and Endnote
- Dedicated student and enrolment teams
- Supporting you with any issues big or small from orientation to graduation
- Each class has a dedicated Facilitator (OLF) and a limit of just 50 students to ensure you’ll benefit from high levels of interaction, relationship building and learning
Wellbeing and career support
- Access to a confidential support service providing personal counselling, wellbeing advice and career assistance
Got questions about studying Marketing Management?
Frequently Asked Questions
What will I learn in the Marketing Management MBA subject?
In this subject, students work through the strategic and tactical levels of marketing. You will learn that marketing is much more than selling and advertising, and that tactics like these are underpinned by the all-important marketing strategy to drive growth.
Marketing Management explores the marketing planning process as an essential first step in understanding marketing. It covers frameworks for analysing a market, developing effective marketing strategies and creating tactical marketing programs that link to strategy. Considering online and offline approaches, in both B2C and B2B contexts, students will take a customer-centric approach to creating, communicating and delivering value.
Why is Marketing Management a compulsory subject in the MBA?
Marketing is the engine that drives a business forward – it fuels business growth. As one of the major functions of a business, and a department within an organisation that has a large impact and often operates cross-functionally, having a broad understanding of marketing practices and strategy is a valuable tool for all business leaders.
Importantly, Marketing Management provides students with insight into what specialising their MBA in Marketing would be like, and the elective subjects on offer in the discipline for those undertaking a general MBA.
How will studying Marketing Management in my MBA help me at work?
Studying Marketing Management, you’ll come to understand marketing as the process by which organisations engage customers, build strong customer relationships and create customer value in order to capture value from them in return.
For students who work outside of the field of marketing, this customer-centric approach translates across departments and divisions, united by the goal the organisation has for growth, which is often by attracting and retaining customers. With a broadened perspective of marketing planning and strategy, target markets, customer personas and much more, managers across the business will be better equipped to see the big picture and make better informed, strategically sound decisions – regardless of their professional background and current roles.
How do I apply to study Marketing Management?
If you’re interested in studying Marketing Management and the AIB MBA, get in touch with an AIB Advisor to discuss your application and timetabling.
Can I specialise my MBA in marketing?
Yes, AIB offers an MBA specialisation in Marketing Management which prepares experienced and aspiring marketing practitioners to move rapidly into more senior roles. Specialist marketing learning in consumer behaviour, digital marketing and new product design supports students in mastering key techniques in the discipline, and AIB’s core business subjects ensure students gain an up-to-date and holistic business education.
Learn more about the MBA (Marketing Management).