Module Details

Module Code: MKTG C2404
Module Title: Introduction to Marketing
Title: Introduction to Marketing
Module Level:: 6
Credits:: 5
Module Coordinator: Martin Meagher
Module Author:: Rita Kelly
Domains:  
Module Description: The aim of this module is to provide the learner with an understanding of the core marketing concepts, theories and principles in a digital era. It will include topics such as environmental analysis, industry, competitor analysis and a basic overview of marketing mix components such as pricing, distribution, product and promotion (both traditional and digital marketing communication). The learner should be able to identify and assess market needs and marketing opportunities.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain the theories underpinning marketing and how these are applied in practice.
LO2 Apply the basic principles of marketing information and research to a marketing problem.
LO3 Complete an assessment of a brand’s current marketing strategy and its marketing environment.
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
1. Core Marketing Concepts
Introduction to core principles of marketing & its historical evolution • Engaging consumers and communicating customer value through Integrated Marketing Communications • The Marketing Mix • The role of contemporary marketing and its changing face in a digital era• Social Responsibility & Ethics in Marketing
2. The Marketing Environment
Defining the environmental forces that affect a company’s ability to serve its customers • Macro environmental analysis frameworks • Competitor Identification & Analysis • Strategies for competitive position • Value Chain Analysis
3. Customer Buying Behaviour
Consumer decision making process • Factors affecting Consumer Behaviour and impact of Digital Environment
4. Marketing Information Systems & Consumer Insights
Defining the Marketing Information System and its component parts • Leveraging consumer insights to drive decision making • Introduction to Marketing Research Processes & Consumer Insights: Secondary & Introduction to Primary Research Methods
Module Content & Assessment
Assessment Breakdown%
Project100.00%

Assessments

Full Time

No Continuous Assessment
Project
Assessment Type Project % of Total Mark 50
Timing Week 6 Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Based on an assigned brand, conduct a Marketing Audit
Assessment Type Project % of Total Mark 50
Timing Week 12 Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Based on an assigned brand, conduct a Market Assessment
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 Time Non Contact No Description 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
  • Lamb,C.W, Hair J.F, McDaniel, C. (2018), Principles of Marketing, 13th. Cengage.
  • Margaret Linehan,Thérèse Cadogan. (2011), Make That Grade Marketing, 4th. Gill Education, p.243, [ISBN: 9780717149827].
Supplementary Book Resources
  • Rogan, D. (2007), Marketing: An Introduction for Irish Students, 3rd. Gill & Macmillan.
  • Fahy, J & Jobber, D. (2012), Foundations of Marketing, 4th. McGraw-Hill, Maidenhead.
This module does not have any article/paper resources
Other Resources
  • www.mii.ie – Marketing Institute of Ireland.
  • www.business2000.ie – case studies.
  • www.thetimes100.co.uk – case studies.
  • Numerous journals available in at http://www.library.itcarlow.ie/screens/m arketingres2.html.
  • www.marketline.com - MarketLine Advantage database.
Discussion Note: