Module Details
Module Code: |
MKTG H2312 |
Module Title:
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Marketing
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Title:
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Marketing
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Module Level:: |
7 |
Module Coordinator: |
Myles Kelly
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Module Author:: |
Aisling Donnelly
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Module Description: |
The module aims to provide students with an awareness of key marketing principles and to develop their skills and knowledge of applying marketing frameworks and strategies in a business context.
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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 |
Explain and apply key marketing principles |
LO2 |
Assess the marketing environment of a business/organisation |
LO3 |
Utilise market research techniques to gain marketing insights/provide strategic marketing solutions |
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 |
Introduction to Marketing
Introduction to marketing and evolution of marketing; relevancy of marketing to business including accountancy.
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Marketing Environment
Examination of the micro and macro environment as well as identification and analysis of competitors.
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Segmentation, Targeting and Positioning
The importance of customer identification and relevancy of segmentation, targeting and positioning to marketing.
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Marketing Mix/4Ps
Introduction to the Marketing Mix (The 4 Ps): Product classification, product mix, new product development, life cycle, branding etc.; price and associated pricing factors/considerations; promotional aspects e.g. Integrated Marketing Communications, advertising, PR, personal selling, sales promotion, sponsorship, direct marketing, online/social media/mobile marketing; place e.g. marketing channels, channel design; logistics; supply/distribution etc.
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Market research
Researching to gain insight into consumer buying behaviours; influences on the decision-making/purchasing process; consumer trends; market analysis; Marketing Information Systems etc.
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Marketing Plan
Steps involved in creating a marketing plan; corporate planning; goal setting and the strategic marketing process.
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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 |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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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 |
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Contact |
Lecture based instruction |
Every Week |
3.00 |
3 |
Independent Learning Time |
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Non Contact |
Self-directed learning; project work; research; assignment/project preparation and completion. |
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 Time |
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Non Contact |
No Description |
Every Week |
7.50 |
7.5 |
Total Weekly Contact Hours |
1.50 |
Module Resources
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Recommended Book Resources |
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Jobber, David and Ellis-Chadwick, Fiona. (2019), Principles and Practice of Marketing, 9th. Ed.. McGraw-Hill, London.
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Hooley, Graham; Nicoulaud, Brigitte; Rudd, John M. and Lee, Nick. (2020), Marketing Strategy and Competitive Positioning, 7th. Ed.. Pearson Education Ltd., Harlow, UK.
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Kotler, Philip; Brady, Mairead; Goodman, Malcolm; Keller, Kevin L. and Hansen, Torben. (2019), Marketing Management, 4th. Ed.. Pearson Education Ltd., Harlow, UK.
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Kotler, Philip; Brady, Mairead; Goodman, Malcolm; Keller, Kevin L. and Hansen, Torben. (2020), Principles of Marketing, 18th. Ed.. Pearson Education Ltd., Harlow, UK.
| This module does not have any article/paper resources |
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Other Resources |
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, Blackboard, This module is fully supported through
Blackboard, Powerpoint slides, academic
articles/reports.
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, The Marketing Institute of Ireland, The Marketing Institute of Ireland
website,
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, The Marketing Teacher. The Marketing Teacher,
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, Business & Leadership Magazine. Business & Leadership Magazine,
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, IT Carlow Library, IT Carlow has an extensive range of
online resources,
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, Checkout Magazine,
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