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
|
SETU Carlow Campus reserves the right to alter the nature and timings of assessment
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 |
---|
-
www.mii.ie – Marketing Institute of
Ireland.
-
www.marketingteacher.com – additional
notes on theory and practical examples.
-
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.
|