Module Details

Module Code: MKTG C3804
Module Title: Contemporary Marketing Practice
Title: Contemporary Marketing Practice
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 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
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
Consumer Insight Generation and Application
Marketing Information Systems & Consumer Insight Generation • Marketing Research Process – Qualitative & Quantitative Analysis
Application of Segmentation, Targeting and Positioning
Application of Segmentation, Targeting, Brand Essence, Key Brand Benefit and Positioning Processes
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
Marketing Planning and Strategy
Practical tools and models to formulate & present a robust Marketing Strategy
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%
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
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 n/a Learning Outcomes 2,3
Non-marked No
Assessment Description
Based on an assigned brand, create and present a Marketing Strategy and Plan
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: