Module Details

Module Code: MKTG H2328
Module Title: Marketing
Title: Marketing
Module Level:: 6
Credits:: 10
Module Coordinator: Myles Kelly
Module Author:: Martin Meagher
Domains:  
Module Description: This module aims to provide the learner with an understanding of the principles and practice of marketing. The learner should be able to identify and develop customer focused solutions to marketing problems.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss and apply the principles of marketing
LO2 Assess the marketing environment of an organisation
LO3 Utilise market research to underpin marketing solutions
LO4 Formulate a customer focused marketing plan
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Understanding the Market
Marketing analysis. The 5 C's, Macro-environment analysis. (emphasis on the impact of the of digital landscape on business, customers and marketing), micro-analysis, supply chain and competitors
The Marketing Concept
Introduction to the core principles of marketing and the importance of customer focus. Evolution of marketing. Relationship marketing, experiential marketing, role of marketing in modern organisations. Changing face of marketing in digital world. Ethical issues in marketing.
Understanding the Customer
Buying behaviour - consumer decision making process; influences on consumer behaviour including impact on digital environment.
Marketing Information and Research Techniques
Marketing information system and Consumer Insights; Types of marketing research; Marketing research process, new technological developments
Market Segmentation, Targeting and Positioning
Define segmentation, targeting and positioning
Market Segmentation, Targeting & Positioning
Define segmentation, targeting & positioning; Bases for segmentation
Marketing Mix
Product and brand management/ Product classification, Product/Brand Management, Product decisions, Branding, Portfolio planning, new product development, diffusion of innovation, product lifecycle, BCG, Ansoffs. Price - factors impacting on price. Pricing strategies. Place - distribution channels, mni-channel strategy, supply chain management, logistics, ECR, retailing, online retailing, shopper marketing, category management, promotion. Formulating an integrated marketing strategy including sponsorship, PR, advertising, sales, social media, search, mobile. Ethics and data protection.
Marketing Plan
Process of formulating and writing a marketing plan
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Portfolio % of Total Mark 10
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
End of Year Interview - Portfolio
Assessment Type Case Studies % of Total Mark 90
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Learners will be required to demonstrate achievement of the learning outcomes through continuous assessment work. This work may take the form of essay, case-study, project, presentation, but not limited to these formats. Assessments take place in term 1 and term 2
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Independent Learning Non Contact No Description Every Week 4.00 4
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • John Fahy and David Jobber. (2015), Foundations of marketing, 5th. McGraw-Hill Education, p.384, [ISBN: 0077167953].
  • William M. Pride, O. C. Ferrell. (2016), Foundations of Marketing, 7. Cengage Learning, p.544, [ISBN: 1305405765].
  • Philip T. Kotler, Gary Armstrong. (2015), Principles of Marketing, 16. Pearson Education, p.720, [ISBN: 0133850684].
  • Linehan, Margaret & Cadogan. (2010), Marketing – An introduction for Students in Ireland – 5th Edition, Gill & Macmillan.
  • Patricia Medcalf. (2004), Marketing communications, Gill & Macmillan, Dublin, p.415, [ISBN: 0717135756].
  • Tony Yeshin. (2012), Integrated Marketing Communications, Routledge, p.320, [ISBN: 1136395067].
Recommended Article/Paper Resources
  • Journal of Marketing.
  • Journal of Consumer Research.
  • Journal of International Marketing.
  • Journal of Marketing Management.
  • European Journal of Marketing.
  • Journal of Integrated Marketing Communications.
  • Journal of Marketing Communications.
Other Resources
  • www.mii.ie.
  • www.iapi.ie.
  • www. prii.ie.
  • www.sbpost.ie.
  • www.library.itcarlow.ie.
Discussion Note: