Module Details

Module Code: MKTG H2312
Module Title: Marketing
Title: Marketing
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Aisling Donnelly
Domains: Business
Module Description: The module aims to provide students with an awareness of key marketing principles and to develop their skills and knowledge of applying marketing frameworks and strategies in a business context.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain and apply key marketing principles
LO2 Assess the marketing environment of a business/organisation
LO3 Utilise market research techniques to gain marketing insights/provide strategic marketing solutions
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
Introduction to Marketing
Introduction to marketing and evolution of marketing; relevancy of marketing to business including accountancy.
Marketing Environment
Examination of the micro and macro environment as well as identification and analysis of competitors.
Segmentation, Targeting and Positioning
The importance of customer identification and relevancy of segmentation, targeting and positioning to marketing.
Marketing Mix/4Ps
Introduction to the Marketing Mix (The 4 Ps): Product classification, product mix, new product development, life cycle, branding etc.; price and associated pricing factors/considerations; promotional aspects e.g. Integrated Marketing Communications, advertising, PR, personal selling, sales promotion, sponsorship, direct marketing, online/social media/mobile marketing; place e.g. marketing channels, channel design; logistics; supply/distribution etc.
Market research
Researching to gain insight into consumer buying behaviours; influences on the decision-making/purchasing process; consumer trends; market analysis; Marketing Information Systems etc.
Marketing Plan
Steps involved in creating a marketing plan; corporate planning; goal setting and the strategic marketing process.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Written Report % of Total Mark 40
Timing Week 8 Learning Outcomes 1,2
Non-marked No
Assessment Description
Written report/s on key marketing concepts and marketing environment.
Assessment Type Project % of Total Mark 60
Timing Sem 1 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Marketing project/presentation applying marketing research and insights/solutions.
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 Lecture based instruction Every Week 3.00 3
Independent Learning Time Non Contact Self-directed learning; project work; research; assignment/project preparation and completion. Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.50 1.5
Independent Learning Time Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Jobber, David and Ellis-Chadwick, Fiona. (2019), Principles and Practice of Marketing, 9th. Ed.. McGraw-Hill, London.
  • Hooley, Graham; Nicoulaud, Brigitte; Rudd, John M. and Lee, Nick. (2020), Marketing Strategy and Competitive Positioning, 7th. Ed.. Pearson Education Ltd., Harlow, UK.
  • Kotler, Philip; Brady, Mairead; Goodman, Malcolm; Keller, Kevin L. and Hansen, Torben. (2019), Marketing Management, 4th. Ed.. Pearson Education Ltd., Harlow, UK.
  • Kotler, Philip; Brady, Mairead; Goodman, Malcolm; Keller, Kevin L. and Hansen, Torben. (2020), Principles of Marketing, 18th. Ed.. Pearson Education Ltd., Harlow, UK.
This module does not have any article/paper resources
Other Resources
Discussion Note: