Module Details

Module Code: MKTG H2701
Module Title: Introduction to Marketing
Title: Introduction to Marketing
Module Level:: 6
Credits:: 5
Module Coordinator: Janette Davies
Module Author:: Tomas Dwyer
Domains:  
Module Description: To develop a student’s knowledge of marketing concepts and their applications.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Define and explain the basic concepts of marketing.
LO2 Analyse the marketing environment and consumer.
LO3 Outline the various stages in the market research process.
LO4 Explain and analyse the segmentation, targeting and positioning strategies.
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
Marketing in the Modern Firm
• The Marketing Concept • Importance of the customer • Relationship marketing • Corporate social responsibility and marketing ethics
The Marketing Environment
• The Microenvironment • The Macroenvironment • Environmental analysis
Understanding Customer Behaviour
• Consumer behaviour • The buying decision process
Marketing Research
• The Marketing Information System • Types of Marketing Research • The Marketing Research Process
Market Segmentation and Positioning
• Segmenting Consumer Markets • Target Marketing • Positioning • Positioning strategies
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Essay % of Total Mark 50
Timing n/a Learning Outcomes 1,2
Non-marked No
Assessment Description
Explanation and illustration of a case study company's market orientation as well as an analysis of its consumers and its environment.
Assessment Type Project % of Total Mark 50
Timing n/a Learning Outcomes 3,4
Non-marked No
Assessment Description
Development of a basic research plan and associated research tool. Illustration of a case study company's approach to segmentation, targeting and positioning.
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

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 12 Weeks per Stage 3.00 36
Independent Learning Non Contact No Description 15 Weeks per Stage 5.93 89
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent Learning Non Contact No Description 15 Weeks per Stage 2.97 44.5
Lecture Contact No Description 12 Weeks per Stage 1.50 18
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • John Fahy, David Jobber. (2019), Foundations of Marketing, 4th. McGrawHill, [ISBN: 9781526847348].
  • Byron Sharp. (2017), Marketing, 2nd. Oxford University Press, USA, p.832, [ISBN: 0195590295].
Supplementary Book Resources
  • Paul Baines, Chris Fill, Paolo Antonetti, Sara Rosengren. (2019), Marketing, 2nd. Oxford University Press, USA, [ISBN: 9780198809999].
  • David Jobber, Fiona Ellis-Chadwick. (2019), Principles and Practice of Marketing, 7th. McGrawHill, [ISBN: 152684723X].
  • Damien Ryan. (2016), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 4th. Kogan Page, [ISBN: 0749478438].
  • Rogan, D.. (2011), Marketing: An Introduction for Irish Students, 4th. Gill & MacMillan, [ISBN: 9780717149810].
This module does not have any article/paper resources
Other Resources
Discussion Note: