Module Details
Module Code: |
MKTG H2328 |
Module Title:
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Marketing
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Title:
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Marketing
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Module Level:: |
6 |
Module Coordinator: |
Myles Kelly
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Module Author:: |
Martin Meagher
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Module Description: |
This module aims to provide the learner with an understanding of the principles and practice of marketing. The learner should be able to identify and develop customer focused solutions to marketing problems.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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Learning Outcome Description |
LO1 |
Discuss and apply the principles of marketing |
LO2 |
Assess the marketing environment of an organisation |
LO3 |
Utilise market research to underpin marketing solutions |
LO4 |
Formulate a customer focused marketing plan |
Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Additional Requisite Information
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No Co Requisites listed
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Indicative Content |
Understanding the Market
Marketing analysis. The 5 C's, Macro-environment analysis. (emphasis on the impact of the of digital landscape on business, customers and marketing), micro-analysis, supply chain and competitors
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The Marketing Concept
Introduction to the core principles of marketing and the importance of customer focus. Evolution of marketing. Relationship marketing, experiential marketing, role of marketing in modern organisations. Changing face of marketing in digital world. Ethical issues in marketing.
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Understanding the Customer
Buying behaviour - consumer decision making process; influences on consumer behaviour including impact on digital environment.
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Marketing Information and Research Techniques
Marketing information system and Consumer Insights; Types of marketing research; Marketing research process, new technological developments
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Market Segmentation, Targeting and Positioning
Define segmentation, targeting and positioning
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Market Segmentation, Targeting & Positioning
Define segmentation, targeting & positioning; Bases for segmentation
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Marketing Mix
Product and brand management/ Product classification, Product/Brand Management, Product decisions, Branding, Portfolio planning, new product development, diffusion of innovation, product lifecycle, BCG, Ansoffs. Price - factors impacting on price. Pricing strategies. Place - distribution channels, mni-channel strategy, supply chain management, logistics, ECR, retailing, online retailing, shopper marketing, category management, promotion. Formulating an integrated marketing strategy including sponsorship, PR, advertising, sales, social media, search, mobile. Ethics and data protection.
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Marketing Plan
Process of formulating and writing a marketing plan
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 100.00% |
AssessmentsFull Time
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.
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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 |
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Non Contact |
No Description |
Every Week |
4.00 |
4 |
Total Weekly Contact Hours |
3.00 |
Module Resources
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Recommended Book Resources |
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John Fahy and David Jobber. (2015), Foundations of marketing, 5th. McGraw-Hill Education, p.384, [ISBN: 0077167953].
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William M. Pride, O. C. Ferrell. (2016), Foundations of Marketing, 7. Cengage Learning, p.544, [ISBN: 1305405765].
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Philip T. Kotler, Gary Armstrong. (2015), Principles of Marketing, 16. Pearson Education, p.720, [ISBN: 0133850684].
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Linehan, Margaret & Cadogan. (2010), Marketing – An introduction for Students in Ireland – 5th Edition, Gill & Macmillan.
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Patricia Medcalf. (2004), Marketing communications, Gill & Macmillan, Dublin, p.415, [ISBN: 0717135756].
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Tony Yeshin. (2012), Integrated Marketing Communications, Routledge, p.320, [ISBN: 1136395067].
| Recommended Article/Paper Resources |
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Journal of Marketing.
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Journal of Consumer Research.
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Journal of International Marketing.
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Journal of Marketing Management.
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European Journal of Marketing.
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Journal of Integrated Marketing
Communications.
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Journal of Marketing Communications.
| Other Resources |
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www.mii.ie.
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www.iapi.ie.
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www. prii.ie.
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www.sbpost.ie.
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www.library.itcarlow.ie.
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