Part-time, Evening, Blended, On-line Programmes

Contemporary Marketing & Branding


The aim of this course is to provide the learner with a practitioner level understanding of the theories and application of marketing and branding in contemporary business environments. The module will examine the importance of creating and managing brands as well as the branding strategies employed across various brand leaders. Marketing management concepts, frameworks and strategies and also covered. Contemporary issues in branding will also be explored such as the use of social media, brand communities and the growth of the global brand.

This module will be taught using a combination of academic theory and commercial application in order to furnish the learner with a solid understanding of how marketing and branding can help deliver commercial success for an organisation.


On completion of this module the learner will/should be able to

  • Apply and analyse marketing management concepts to contemporary case studies.
  • Identify factors inherent in marketing analysis, planning and strategy formulation (marketing mix strategies).
  • Ascertain, analyse and report on customer behaviour and marketing strategies of segmentation, targeting and positioning.
  • Critically evaluate contemporary marketing management issues such as ethical practice and technological application (e.g. social networking & media).
  • Identify and analyse appropriate theories, frameworks and other tools to enable branding decisions and strategies.
  • Appreciate the role of the brand in modern marketing
  • Assess the differentiating factors between brands.
  • Recognise the unique challenges of brand management.
  • Conceive and apply brand strategies to emerging products and services.


Entry Requirement

An honours degree (level 8) in a non‑business or a non‑cognate discipline or approved equivalent qualification, or

A level 7 qualification in a non‑business or a non‑cognate discipline and at least 1 year relevant professional experience/responsibility.

Special Case Registrations: Prospective participants who do not meet the entry requirements for the programme detailed above, but who may qualify for admission by meeting certain other equivalent criteria, should apply to the Flexible Learning Office for consideration.



  • Marketing Management, Analysis and Planning
  • Stages of Marketing Planning Process
  • Internal Analysis ‑ company capabilities
  • External Analysis ‑ marketing environment
  • Competitor & Customer Analysis
  • Marketing Strategy Formulation
  • Segmenting, Targeting and Positioning strategies
  • Understanding customer’s buyer behaviour
  • Managing Product/Market Offering
  • Product characteristics and classifications
  • Product life cycle ‑ strategies and consumer adoption
  • New Product Development & Process
  • Product and Brand Portfolios
  • Creating and Managing Brands
  • Understanding branding (cognitive and emotional foundations) and the role of branding
  • Brand equity and architecture
  • Branding strategies ‑ co‑branding, brand name strategies, extension, stretching etc.
  • Managing brands ‑ position and target market, rebranding
  • Understanding global brands and strategies ‑ country of origin effects
  • Contemporary branding issues ‑ brand communities, social media applications
  • Developing and Managing Pricing Strategies
  • Understanding pricing
  • Pricing strategies and tactics
  • Factors affecting price
  • Dealing with low cost competitors
  • Designing and Managing Marketing Communications
  • Role of Marketing Communications
  • Developing and Managing Communications Process
  • Mass and Personal Communications Tools
  • Online Marketing Communications (social media, buzz, search marketing etc.)



100% continuous assessment. Learners will be required to complete a specific project on a company of their choice. Deliverables include written report, presentation and mood board.


What subjects will I study

  • Marketing Management, Analysis and Planning
  • Marketing Strategy Formulation
  • Managing Product/Market Offering
  • Creating and Managing Brands
  • Understanding global brands and strategies
  • Developing and Managing Pricing Strategies
  • Designing and Managing Marketing Communications
© 2018 Limerick Institute of Technology