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
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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
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Target Marketing and Positioning
Segmentation; Targeting; Positioning and Repositioning
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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
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The Marketing Mix - Price
Factors Affecting Prices; Approaches to pricing
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The Marketing Mix - Place
Nature of Distribution Channels;
Channel design decisions
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The Marketing Mix Promotion
The Integrated Marketing Communications mix;
Advertising;
Sales Promotion;
Public Relations;
Sponsorship;
Personal Selling;
Direct Marketing;
Digital/mobile Marketing
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The Marketing Plan
Strategic Planning;
The Marketing Plan
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SETU Carlow Campus reserves the right to alter the nature and timings of assessment
Module Resources
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Recommended Book Resources |
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Phil T. Kotler,Mairead Brady,Malcolm Goodman,Kevin Lane Keller,Torben Hansen. (2019), Kotler: Marketing Management, 4th. Pearson, [ISBN: 9781292248448].
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David Jobber,Fiona Ellis-Chadwick. (2019), Principles and Practice of Marketing, McGraw-Hill Europe, p.1016, [ISBN: 9780077140007].
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Supplementary Book Resources |
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Paul Trott. (2011), Innovation Management and New Product Development, Financial Times/Prentice Hall, p.648, [ISBN: 9780273736561].
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Rogan, D. (2011), Marketing – An introduction for Students in Ireland – 5th Edition, Gill & McMillan.
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Kotler, Armstrong, Saunders 7 Wong. (2005), Principles of Marketing, 4th Edition, Prentice Hall.
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This module does not have any article/paper resources |
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Other Resources |
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www.mii.ie, The Marketing Institute of Ireland
Website.
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iapi.ie, Institute of Advertising Practitioners
in Ireland.
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www. prii.ie, Public Relations Institute of Ireland.
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www.sbpost.ie, The Sunday Business post newspaper.
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www.marketingteacher.ie, The Marketing Teacher online resource.
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IT Carlow has an extensive range of
online resources that should be accessed
when students are completing their
projects. www.library.itcarlow.ie.
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Journal of Marketing, Journal of Marketing.
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Bord Bia. (2016), Starting a Premium Drinks Business in
Ireland,
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Sustainable growth of the Drinks
Industry,
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Advertising Standards Authority of
Ireland. Advertising Standards Authority of
Ireland,
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