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
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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
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Consumer Buying Behaviour
Consumer decision making process • Factors affecting Consumer Behaviour and impact of Digital Environment
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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
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Segmentation, Targeting & Positioning
An introduction to Segmentation, Targeting and Positioning Processes.
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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
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Pricing
Pricing objectives, approaches, strategies; Factors influencing pricing decisions
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Place (Distribution)
Role & nature of distribution; Functions of distribution channels
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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
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Marketing Planning and Strategy
Functions & process of marketing planning, marketing strategy, components of 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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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].
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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.
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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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