Module Details

Module Code: MKTG H2710
Module Title: Marketing Mix
Title: Marketing Mix
Module Level:: 6
Credits:: 5
Module Coordinator: Janette Davies
Module Author:: Edel Glowatz
Domains:  
Module Description: To provide learners with a comprehensive understanding of the elements of the Marketing Mix and their role in achieving marketing strategy.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Understand the concept of product and the importance of innovation in product development
LO2 Identify how value can be achieved through managing pricing strategies
LO3 Describe the various options available in channel management and targeted communication
LO4 Explain the role of additional marketing mix elements; people, processes and physical evidence
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
Managing Products
• Product defintion • Product differentiation • Product life cycle • Brands and branding • Managing Brand and Product Portfolios • New product development
Pricing Strategy
• Basic Methods of Setting Prices • Factors Influencing Pricing Strategy • Managing Price Changes • Psychology in pricing decisions
The Promotional Mix
• Advertising • Sales Promotion • Sponsorship • Public Relations and publicity • Direct Marketing • Digital advertising and communications • Integrated Marketing Communications
Distribution Channels
• Types of Distribution Channels • Channel Strategy and management • Channel Integration • Retailing
Extended Marketing Mix
• Marketing Services • People • Process • Physical Evidence
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Case Studies % of Total Mark 40
Timing n/a Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Group case study to assess knowledge and understanding of core topics in an applied context.
Assessment Type Essay % of Total Mark 60
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Individual written piece to assess knowledge and understanding of marketing mix topics.
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.

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 Marketing Mix 12 Weeks per Stage 3.00 36
Independent Learning Non Contact Marketing Mix 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
Lecture Contact Marketing Mix 12 Weeks per Stage 1.50 18
Independent Learning Non Contact Marketing Mix 15 Weeks per Stage 2.97 44.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Fahy, J. and Jobber, D.. (2019), Foundations of Marketing, 5th. McGraw Hill, London, [ISBN: 9781526847348].
Supplementary Book Resources
  • Jobber, D. and Ellis-Chadwick, F.. (2019), Principles and Practice of Marketing, 9th. McGraw Hill, London, [ISBN: 9781526847232].
  • Baines, P. and Fill C.. (2014), Marketing, 3rd. OUP, [ISBN: 9780199659531].
  • 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: