Module Details

Module Code: ZBUS H4101
Module Title: Marketing and New Product Innovation
Title: Marketing and New Product Innovation
Module Level:: 8
Credits:: 5
Module Coordinator: Paula Rankin
Module Author:: Dorothy Keane
Domains:  
Module Description: The aim of this module is to provide the learner with an understanding of the principles and practice of Marketing in the Brewing and Distilling industry. Learners should be able to identify and develop solutions to marketing problems which demonstrate an ability to apply the principles of marketing , that are customer focused, based on sound market analysis and supported by appropriate market research. The module aims to provide learners with an understanding of the growing need for organisations to find innovative responses to the challenges of modern global business and to create the culture and environment that will facilitate the development of creative thinking and innovation.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Define the concept of Marketing it’s role in the new product development and appraise the strategic importance of creativity and innovation in the brewing and distilling industry
LO2 Utilise market research techniques to support new product development and marketing mix strategies that are customer focused.
LO3 Apply segmentation, targeting and positioning strategy in the the brewing and distilling industry
LO4 Formulate and present a Marketing Strategy
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 – Creating Customer Value and Satisfaction
Marketing defined; Marketing concept and it’s evolution; Role of marketing in the new product design process; Ethical Issues in marketing
Understanding Consumer Behavior
Characteristics of Consumer Markets; The consumer decision making process and influences; The impact of the digital environment on consumer behaviour Consumer Insights in the Brewing and Distilling Market
Target Marketing and Positioning
Segmentation; Targeting; Positioning and Repositioning
The Marketing Mix -Product
The New Product Development Process Importance of new product development and managing the process. Branding;Product Decisions; Product Attributes; Packaging, Product Line and mix decisions; New Product Development process; Product Life Cycle
The Marketing Mix - Price
Factors Affecting Prices; Approaches to pricing
The Marketing Mix - Place
Nature of Distribution Channels; Channel design decisions
The Marketing Mix Promotion
The Integrated Marketing Communications mix; Advertising; Sales Promotion; Public Relations; Sponsorship; Personal Selling; Direct Marketing; Digital/mobile Marketing
The Marketing Plan
Strategic Planning; The Marketing Plan
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Case Studies % of Total Mark 100
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Learners will create a customer focused marketing plan for a new product based on sound market research in the brewing and distilling industry. Learners will provide a written report and present their plan
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 Lecture 12 Weeks per Stage 3.00 36
Independent Learning Non Contact No Description 15 Weeks per Stage 5.93 89
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Phil T. Kotler,Mairead Brady,Malcolm Goodman,Kevin Lane Keller,Torben Hansen. (2019), Kotler: Marketing Management, 4th. Pearson, [ISBN: 9781292248448].
  • David Jobber,Fiona Ellis-Chadwick. (2019), Principles and Practice of Marketing, McGraw-Hill Europe, p.1016, [ISBN: 9780077140007].
Supplementary Book Resources
  • Paul Trott. (2011), Innovation Management and New Product Development, Financial Times/Prentice Hall, p.648, [ISBN: 9780273736561].
  • Rogan, D. (2011), Marketing – An introduction for Students in Ireland – 5th Edition, Gill & McMillan.
  • Kotler, Armstrong, Saunders 7 Wong. (2005), Principles of Marketing, 4th Edition, Prentice Hall.
This module does not have any article/paper resources
Other Resources
  • www.mii.ie, The Marketing Institute of Ireland Website.
  • iapi.ie, Institute of Advertising Practitioners in Ireland.
  • www. prii.ie, Public Relations Institute of Ireland.
  • www.sbpost.ie, The Sunday Business post newspaper.
  • www.marketingteacher.ie, The Marketing Teacher online resource.
  • IT Carlow has an extensive range of online resources that should be accessed when students are completing their projects. www.library.itcarlow.ie.
  • Journal of Marketing, Journal of Marketing.
  • Bord Bia. (2016), Starting a Premium Drinks Business in Ireland,
    http://www.bordbiadrinks.com/publication 3/
  • Sustainable growth of the Drinks Industry,
    http://www.abfi.ie/Sectors/ABF
  • Advertising Standards Authority of Ireland. Advertising Standards Authority of Ireland,
    http://asai.ie/
Discussion Note: