Module Details

Module Code: MKTG C2315
Module Title: Contemporary Marketing Practice
Title: Contemporary Marketing Practice
Module Level:: 6
Credits:: 5
Module Coordinator: Martin Meagher
Module Author:: Rita Kelly
Module Description: The aim of this module is to provide the learner with an opportunity to practically apply the principles of marketing in a digital era. 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 Generate customer insights using primary research methods
LO2 Apply the principles of Market Segmentation, Targeting and Positioning
LO3 Recommend an appropriate marketing mix to form a cohesive & integrated strategy to address a given marketing problem
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.Consumer Insights (2)
Marketing Information Systems & Consumer Insights (2) • Marketing Research Process – Qualitative & Quantitative Analysis
2.Market Segmentation, Targeting & Positioning
Application of Segmentation, Targeting and Positioning Processes
3. Marketing Mix: Product, Price & Place
Product Classification & Brand Management • New Product Development: Diffusion of an Innovation, Product Life Cycle, Boston Consultancy Group & Ansoff Matrix • Factors impacting on pricing decisions • Pricing strategies • Distribution channels • Supply chain Management • Shopper Marketing • Category Management
4.Marketing Mix: Promotion & Integrated Marketing Communications
Formulating an Integrated Marketing Communications Plan using Owned, Earned and Paid Media • Advertising & Personal Relations • Personal Selling & Sales Promotion • Direct, Online, Social Media & Mobile Marketing • Impact of Technology on the IMC strategy • Regulation & Ethics • Emerging Digital Marketing Trends
5. Marketing Planning & Strategy
Practical tools to formulate & present a robust Marketing Strategy
6. Marketing Specialisms & Careers in Marketing
Exploration of specialisms and careers in Marketing including, Services Marketing, B2B Marketing, Global Marketing & Non-Profit Marketing
Module Content & Assessment
Assessment Breakdown%


Full Time

No Continuous Assessment
Assessment Type Project % of Total Mark 40
Timing Week 6 Learning Outcomes 1
Non-marked No
Assessment Description
Through Primary Research including Observation, Focus Group, In-Depth Interviews & Survey, create a Consumer Insights Report for an assigned brand
Assessment Type Project % of Total Mark 60
Timing Week 12 Learning Outcomes 2,3
Non-marked No
Assessment Description
Based on an assigned brand, create and present a Marketing Strategy
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 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 Learning.
  • 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.
This module does not have any article/paper resources
Other Resources
  • – Marketing Institute of Ireland.
  • – additional notes on theory and practical examples.
  • – case studies.
  • – case studies.
  • Numerous journals available in at arketingres2.html.
  • - MarketLine Advantage database.
Discussion Note: