Marketing Management (Specialist Diploma) (Blended Learning) [January 2019]

University of Limerick (19)
Key Programme Details
Award

Minor

NFQ Level

9 About NFQ

Delivery Method

Mixed

Mode

Part Time

ECTS Credits

42

Department

Kemmy Business School

Skills Area

Business, Administration and Law

General Information
Contact

Ask for a Springboard Co-ordinator

Email

springboard@ul.ie

Phone

061-202605 or 061-234379

Address

Graduate & Professional Studies (formerly CPE)
ER1-030
Enterprise Research Centre
University of Limerick
Castletroy
Limerick
V94 T9PX

Role

Springboard+ Co-ordinator

Important Dates
Application Deadline

12/2018

Start Date

01/2019

End Date

12/2019

About this Course

This Springboard+ course will not open for applications until closer to the start date of the course in January 2019. We hope that applications should open around November 2018. The applications facility will not open for this course until this time.

The Specialist Diploma in Marketing Management is a skills-based programme designed for those who wish to deepen their understanding of fundamental marketing competencies and learn advanced techniques, while building upon skills and knowledge in the area of management.

The primary differential of this Specialist Diploma in comparison to other Marketing Management offerings is the flexible and blended learning delivery methods. These methods facilitate a greater level of access to the programme for potential participants who have strong work or life commitments. This blended learning format consists of interactive workshops and self-directed study to empower learners by developing their individual strengths, expanding their practical skills and offering the latest best-practice techniques. In addition, modular assignments will ask students to partake in experiential learning by conducting market research and creating strategic marketing and sales management plans.

The Specialist Diploma in Marketing Management offers a robust combination of practical marketing skills while developing the student’s managerial capabilities, facilitating successful career outcomes for students. Students are taught about the ever-increasing role of understanding consumers through segmentation, targeting, positioning and relationship marketing. This programme facilitates exploration into approaches to relationship management, including CRM. Students will develop strong marketing skills through an approach to marketing viewed as interaction, relationships and networks.

To assist you with the application process, you can quickly check if you are eligible for Springboard+ funding by taking this:
Self Checker Quiz
This will clarify your eligibility status. If you are NOT eligible and you are unclear as to the reason why, you can clarify this decision on www.springboardcoures.ie/eligibility or contact a Springboard Administrator within the University of Limerick on springboard@ul.ie


Objectives

The following benefits are key to help students learn new enterprise-relevant skills and to progress to sustainable employment.

- Skills-based learning, allowing graduates to immediately express and apply their knowledge to industry.
- Develops knowledge and skills to competently deal with challenges within the business environment.
- Expose graduates to realistic business problems and develop their approach to problem solving.
- Enables industry based learning with guest lectures and company-based projects.
- Focus groups and workshops allowing students to build relationships among their peers and learn from other students with varying backgrounds, leading to an increased awareness and appreciation for the many industry types for which this programme has been produced.
- Prepare graduates for job readiness through employability workshops. Workshops are industry specific, undertaken to expand the learner’s understanding of the recruitment process at senior level, resulting in competent job search strategies, CV enhancement and effective interview techniques.
- Blended learning offers students the opportunity to learn while meeting work and personal commitments.

Entry Requirements

Level 8 qualification in any discipline. Preference will be given to candidates with a second-class honours degree or higher. In conjunction with the RPL policy of the University of Limerick this Specialist Diploma will consider previous experience as means of application through an ethical and transparent RPL process.

Applicants will be required to undertake an interview and satisfy the course admission team that they have the ability to complete and benefit from this course. Each application is considered on an individual basis and is assessed by the Selection Panel for the programme.

Educational qualifications, work and life experience, motivation, specific skills gaps which can only be addressed by upskilling individuals who have previous substantial work experience in the sector and overall potential to be successful on the programme are considered and evaluated by means of an interview.

Alternative Entry Route
Candidates who do not meet the minimum entry criteria can be evaluated under the UL RPL policy and may be interviewed to ascertain their suitability for the programme.

Applicants are required to meet the University of Limerick English Language requirements

See acceptable list of English proficiency qualifications:

UL English Language Requirements

See when English Proficiency Exams can be taken in the University of Limerick:

UL English Language Test details

To be eligible for Springboard+ funding applicants must be resident in the state.

Please note you may be required to verify your Nationality and Residency status.

For Returners and Employed/Self-Employed applicants, the following rules apply :
- must be ordinarily resident in an EU/EEA/Swiss state for at least three of the five years preceding their entry to the programme.
** Note: The period of residency for holders of Stamp 4 or Stamp 4 EU FAM is calculated from the date of receipt of the Stamp 4.
Any period of residency in the state before this date will not be taken into consideration ( ie you must hold Stamp 4 for three of the five years preceding)

Alternative Entry Route
Candidates who do not meet the minimum entry criteria can be evaluated under the UL RPL policy and may be interviewed to ascertain their suitability for the programme.

Applicants are required to meet the University of Limerick English Language requirements

See acceptable list of English proficiency qualifications:

UL English Language Requirements

See when English Proficiency Exams can be taken in the University of Limerick:

UL English Language Test details

To be eligible for Springboard+ funding applicants must be resident in the state.

Please note you may be required to verify your Nationality and Residency status.

For Returners and Employed/Self-Employed applicants, the following rules apply :
- must be ordinarily resident in an EU/EEA/Swiss state for at least three of the five years preceding their entry to the programme.
** Note: The period of residency for holders of Stamp 4 or Stamp 4 EU FAM is calculated from the date of receipt of the Stamp 4.
Any period of residency in the state before this date will not be taken into consideration ( ie you must hold Stamp 4 for three of the five years preceding)

Long Description

The following modules will be undertaken by the student:
- Consumer Behaviour
- Market Research
- Marketing Management
- Strategic Sales Management
- Marketing and Relationship Management

The following are a summary of the aforementioned key outcomes of the programme modules:

Consumer Behaviour: This module is designed to introduce students to the philosophy and function of marketing. To introduce students to the marketing concept and the marketing mix. To enhance managerial knowledge of the foundational concepts that enable marketers to understand buyer behaviour and respond to customer needs. To consider how ethics and social responsibility must affect marketing decisions. To detail the issues that marketing managers need to address in order for marketing to perform a leadership role in contemporary organisations. The term consumer culture emphasises that the world of goods is central to the understanding of contemporary society. Therefore, this module explores the nature and dynamics of consumer culture and casts a critical eye over the business of consumption.

Market Research: This module specifically focuses upon the development of applied research skills which are fundamental to understanding and undertaking marketing management activities. The purpose of the module is: To expose students to different methodologies used by marketers. To develop marketing research skills that can be applied to a range of marketing contexts (e.g. sales, advertising, NPD, customer satisfaction). To equip students with the necessary managerial skills to; develop research instruments, conduct fieldwork and data analysis/interpretation and present research findings. To encourage and support effective team work and project management. Marketing research skills will be fostered through management of an extensive experiential learning student project: Developing research objectives (e.g. problem definition); Research design and creation of a research proposal; Consideration of the ethical implications of the research; Collection, analysis and interpretation of primary and secondary data, and presentation.

Marketing Management: This module is designed to provide fundamental coverage of the 'management technology' that is marketing. This coverage introduces students to the basic principles of marketing and identifies the role of marketing within the organisation. Areas to be covered are likely to include: the function and philosophy of marketing; definitions of marketing; the external and internal marketing environments; understanding consumers; segmentation, targeting and positioning; brand concepts, brand image and brand culture; the nature of products; the product lifecycle; the nature of services; service quality and service encounters; marketing communications; marketing and competitive advantage; relationship marketing and the role of management in the marketing of an organisation. To promote critical reflection on the nature of information, the integrity of it and the application of a systematic and disciplined approach to information gathering.


Strategic Sales Management: The course is designed to enable students to meet the following objectives: To familiarise students with the strategic sales management. For students to understand the current issues and trends affecting sales management functions in Ireland and internationally. Develop key analytical skills essential to the sales management process. Examine the typical activities, opportunities, challenges, and career patterns of professional salespeople and sales managers. To illustrate the importance of customer relationships and their value, and to understand the role of the salesforce in building long-term profitable relationships. To acquire analytical tools that will help in sales force design and the creation of account management policies. To align sales force design and structure to strategic direction of firm. To develop total compensation and incentive systems that boost sales performance levels.

Marketing and Relationship Management: This module specifically addresses the increasing value of relationship management and the role of managerial practice within it. Areas of study include: Motivation for the development of relational approaches to marketing. Relationship life-cycle models. Interaction and Relationships in service contexts. To understand the nature and importance of interaction in service, intra-organisational and mass marketing contexts. Relationships success variables including trust, commitment and shared values. To appreciate the implications of marketing when viewed as interaction, relationships and networks. Collaborative and competitive networks. Relationship marketing strategy and Customer Relationship Management.

Job readiness and support into employment will be provided through a series of workshops and seminars and an active engagement with motivated students in attaining employment. An optional Career Development module (CA4003) will be offered to all participants in this course.

An industry learning experience (IE2011) will form a key element of the programme, ensuring the integration of the various concepts in the participant’s portfolio. While the onus is on the student to find a company in which to gain their industry learning experience, assistance will be provided where required. Employed applications should ensure their company would be willing to support an in-company project, it is assumed applicants could base their project on their company.








Timetable Info

Approx. 6 hours per week.
On-Campus dates should be delivered on Saturdays. These should approx. every 2 weeks. However the Saturday delivery is not yet confirmed.Timetable will not be confirmed until around September 2018

Delivery Location

University of Limerick

Delivery Notes

Blended

Admissions Contact Details
Instructor

Ask for a Springboard Co-ordinator

Address

Graduate & Professional Studies (formerly CPE)
ER1-030
Enterprise Research Centre
University of Limerick
Castletroy
Limerick
V94 T9PX

Phone

061-202605 or 061-234379

Email

springboard@ul.ie

RPL Information

The University of Limerick operates a policy for the Recognition of Prior Learning, both formal and informal/experiential learning. Informal and experiential learning includes non-accredited personal and professional education; work based training and relevant life/work experiences. This learning is assessed initially for entry on to particular courses of study but may additionally lead to academic credits and exemptions from subjects on the intended course of study. Applications for RPL are dealt with on an individual basis, facilitated by representatives from the relevant academic departments and Registrar's office at the University of Limerick. RPL for Springboard+ 2018 will be managed by Graduate and Professional Studies (formerly Continuing & Professional Education) as part of the application process. Continuing & Professional Education provides support and assistance to guide the learner through their RPL application and in compiling their portfolio. The process is student centric, with consideration made on a case-by-case basis, through submitted documentation and communication with the application team and course director.The operation of the RPL policy has been applied successfully to previous cohorts. Academic and professional qualifications, work and life experience are important considerations in assessment, but motivation and overall potential for the selected course has been a major factor in evaluating applicants.

Application Procedures

To assist you with the application process, you can quickly check if you are entitled to Springboard+ funding by taking this:
Self Checker Quiz which will advise you of your eligibility status.


Please note that you will need to provide all of the below listed documentation to support your application to the University of Limerick. This application to UL is separate to your Springboard+ application. You will be advised then you need to take this step.

- Photo or Scanned original copy of your transcripts/college results. Graduates of UL need only provide their Student ID number. We can access student transcripts using this number.
- Photo or Scanned copy of passport to verify ID and full legal name.
- Digital quality head and shoulders photograph to passport standards for your ID card.
- Any other relevant documentation to support your application, such as a CV or professional certificates.
- Applicants who do not have English as their first language must include the following additional documents with their application form:
- English translation of your qualification(s)/transcripts
- English language competency certificate (if applicable)

You will need to provide a satisfactory result in one of below:
See acceptable list of English Proficiency qualifications:

UL English Language Requirements

See when English Proficiency Exams can be taken here in UL

UL English Language Test details

These are compulsory documents and are required for enrolment at the University. It can take time to gather these documents so please do so once you have established that you are eligible for Springboard+ funding.

FEES - EMPLOYED APPLICANTS ONLY
All employed participants must pay a contribution of the course cost directly to the provider for all level 7-9 courses. The onus is on the participant to arrange payment of this fee. The HEA will fund the remainder of the cost directly to the provider.

The Springboard+ course cost for the Specialist Diploma in Marketing Management for is €4,500. Employed participants will get a Springboard+ subvention of €4,050 and will have to make a contribution of €450.

Springboard+ will pay all fees for unemployed and returner participants.

Course Acceptance
In order to accept a course offer employed participants must pay an acceptance fee of €250 to the University of Limerick. This €250 will be deducted from the contribution of €450 as outlined above. The balance of this contribution fee (€200) can be paid at the beginning of the January 2019 Semester.

In order to avail of Springboard+ funding you must provide written confirmation as follows:

Unemployed
Written confirmation from the Department of Employ Social Protection (DEASP) that you are a Social Welfare recipient at the commencement of the course.
Returners
Swear a declaration before a Commissioner for Oaths attesting to your status and provide written proof.
Employed/Self Employed
Provide a copy of most recent P60 or other relevant revenue documentation or a letter from their current employer to confirm employment or self-employment.
Formerly Self-Employed
Provide a letter/statement from Revenue stating that the applicant is no longer trading or a similar letter from the applicants (former) accountant should be sufficient. Swear a declaration, witnessed by a Commissioner of Oaths, stating that the applicant is no longer self-employed.

To be eligible for Springboard+ funding applicants must be resident in the state.

Please note you may be required to verify your Nationality and Residency status.

For Returners and Employed/Self-Employed applicants, the following rules apply :
- must be ordinarily resident in an EU/EEA/Swiss state for at least three of the five years preceding their entry to the programme.
** Note: The period of residency for holders of Stamp 4 or Stamp 4 EU FAM is calculated from the date of receipt of the Stamp 4.
Any period of residency in the state before this date will not be taken into