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The AIB MBA
Designed for busy working professionals, this fully online MBA course is highly flexible and delivered with interactive, bite-sized content and personalised student support.
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What you can expect from the subject
Within the AIB MBA, Marketing Management stands as a core subject, designed to equip you with the essential knowledge and practical skills necessary for success in today’s globalised and digital business landscape . Across the term, you will delve into the strategic importance of marketing as a vital function within organisations, exploring how it drives growth and supports overall business success.
Through this subject, you will gain an understanding and appreciation of marketing’s role in shaping organisational strategy. You will learn to conduct comprehensive market situation analyses, segment markets effectively, and select appropriate target markets. Furthermore, you’ll develop strategic and tactical marketing plans that create and communicate value to your chosen audience.
The subject emphasises a customer-centric approach, covering both online and offline marketing strategies relevant to both B2C and B2B markets. At the end of this subject, you will be equipped with the skills to apply strategic marketing concepts in real-world scenarios, helping businesses to thrive and grow.
| AIB Subject Code | 8002MMGT |
| Qualifications | MBA (General) All MBA Specialisations GCM |
| AQF Level | Level 8 |
| Delivery | 100% online |
| Subject length | 8 weeks |
| Start dates | 2024 MBA Timetable 2025 MBA Timetable |
Want to know if you’re eligible for the AIB MBA?
Subject learning outcomes
On successful completion of this subject, students should be able to meet the following subject learning outcomes:
- 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 clearly, persuasively and credibly.
Key topics such as…
- 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
Subject faculty
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.
Senior Lecturer and Discipline Leader, Marketing and Entrepreneurial Management Discipline
PhD, MBA, MPH, BSc
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Senior Lecturer, Marketing and Entrepreneurial Management Discipline
PhD (University of Adelaide), MSc in Luxury Goods and Services (International University of Monaco), BSc
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Associate Professor, Marketing and Entrepreneurial Management Discipline
BCom, MCom, PhD. (Kerala), GCHE (Monash)
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READ MOREStudying Marketing Management, I was able to utilise my skills in financial accounting and analysis to come up with ideal target markets and personas. The creation of personas – I really enjoyed that – being able to walk in a person’s shoes and think about what they wanted and needed, and how we could directly and indirectly target them.
Related subjects
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.
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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.
The myAIB learning portal app is available on Google play and on the Apple app store.
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
Academics
- Highly qualified and experienced academics
- Practice-centric curricula, innovative learning resources and realistic assessment techniques
Study tools
- 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
Student support
- Dedicated student and enrolment teams
- Supporting you with any issues big or small from orientation to graduation
Online Facilitators
- Each class has a dedicated Facilitator (OLF) and a limit of just 60 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?
FAQs
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What will I learn in the Marketing Management MBA subject?
In this subject, you will 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, you will take a customer-centric approach to creating, communicating and delivering value.
Why is Marketing Management a compulsory subject in the MBA?
As one of the core functional areas of a business, marketing is the engine that drives a business forward and fuels business growth. An understanding of Marketing Management is a valuable tool for all business leaders even if they work outside of the field of marketing. Marketing has a significant impact and often operates cross-functionally within organisations, whether large or small, and it is essential for MBA graduates to have a broad understanding of marketing practices and strategy.
Marketing Management will also provide you with insight into what specialising your MBA in Marketing would be like, as well as providing you with a broad overview of the elective subjects on offer in the Marketing discipline should you choose to undertake a general MBA.
How will studying Marketing Management in my MBA help me at work?
By studying the Marketing Management subject at AIB, you will develop an understanding of 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.
If you work outside the field of marketing, this customer-centric approach translates across organisational boundaries, united by the goal the organisation has for growth, which is often done through attracting and retaining customers. With a broadened perspective of marketing planning and strategy, target markets, customer personas and much more; you will be better equipped to see the big picture and make better informed, strategically sound decisions – regardless ofyour professional background and current roles.
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. Should you choose to specialise in the MBA (Marketing Management), you will have the opportunity to explore subjects like Consumer Behaviour, Digital Marketing, and New Product Design to further develop your expertise in Marketing; while gaining and up-to-date and holistic business education through the rest of AIB’s core MBA subjects.
Learn more about the MBA (Marketing Management).
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 Enrolment Advisor to discuss your application and timetabling.
