Module Details

Module Code: MKTG C1317
Module Title: Fundamentals of Marketing
Title: Fundamentals of Marketing
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Ciaran O Loan
Domains:  
Module Description: The aim of this module is to provide the learner with an awareness and understanding of marketing as an organisation wide philosophy as well as a managerial function. It will introduce the core marketing concepts, theories and principles in a digital era. It will include topics such as industry, category, market and competitor analysis. It will equip the learner with a basic overview of marketing mix components such as pricing, distribution, product and promotion (both traditional and digital marketing communication). The learner will 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 Understand the importance of market-orientation in business practice.
LO2 Evaluate market conditions and consumer needs when forming marketing strategies
LO3 Describe a range of common strategies for use with each of the tools commonly applied as part of the Marketing Mix: product, pricing, promotion and distribution
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
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
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
Consumer Buying Behaviour
Consumer decision making process • Factors affecting Consumer Behaviour and impact of Digital Environment
Marketing Information and Research
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
Segmentation, Targeting & Positioning
An introduction to Segmentation, Targeting and Positioning Processes.
Product and Brand Management
Understanding product classification; Importance of brands & branding; Benefits of packaging and labeling; The stages in the product life cycle; New product development process
Pricing
Pricing objectives, approaches, strategies; Factors influencing pricing decisions
Place (Distribution)
Role & nature of distribution; Functions of distribution channels
Promotion (Integrated Marketing Communications)
The marketing communications process & mix; Integrated marketing communications; IMC performance; Elements and planning of IMC; Characteristics of key promotional tools; Digital marketing & social media
Marketing Planning and Strategy
Functions & process of marketing planning, marketing strategy, components of the marketing plan
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 40
Timing n/a Learning Outcomes 1,2
Non-marked No
Assessment Description
Based on an assigned brand, conduct a Marketing Audit
Assessment Type Project % of Total Mark 60
Timing n/a Learning Outcomes 2,3
Non-marked No
Assessment Description
Based on an assigned brand, conduct a Market Assessment
No Project
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 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
  • John Fahy and David Jobber. (2015), Foundations of marketing, 5th. McGraw-Hill Education, p.384, [ISBN: 0077167953].
  • William M. Pride, O. C. Ferrell. (2016), Foundations of Marketing, 7. Cengage Learning, p.544, [ISBN: 1305405765].
  • Philip T. Kotler, Gary Armstrong. (2015), Principles of Marketing, 16. Pearson Education, p.720, [ISBN: 0133850684].
  • Linehan, Margaret & Cadogan. (2010), Marketing – An introduction for Students in Ireland – 5th Edition, Gill & Macmillan.
  • Patricia Medcalf. (2004), Marketing communications, Gill & Macmillan, Dublin, p.415, [ISBN: 0717135756].
  • Tony Yeshin. (2012), Integrated Marketing Communications, Routledge, p.320, [ISBN: 1136395067].
Recommended Article/Paper Resources
  • Journal of Marketing.
  • Journal of Consumer Research.
  • Journal of International Marketing.
  • Journal of Marketing Management.
  • European Journal of Marketing.
  • Journal of Integrated Marketing Communications.
  • Journal of Marketing Communications.
Other Resources
  • www.mii.ie.
  • www.iapi.ie.
  • www. prii.ie.
  • www.sbpost.ie.
  • www.library.itcarlow.ie.
Discussion Note: