Indicative Content |
Consumer Insight Generation and Application
Marketing Information Systems & Consumer Insight Generation • Marketing Research Process – Qualitative & Quantitative Analysis
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Application of Segmentation, Targeting and Positioning
Application of Segmentation, Targeting, Brand Essence, Key Brand Benefit and Positioning Processes
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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
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Marketing Planning and Strategy
Practical tools and models to formulate & present a robust Marketing Strategy
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Marketing Specialisms & Careers in Marketing
Exploration of specialisms and careers in Marketing including, Services Marketing, B2B Marketing, Global Marketing & Non-Profit Marketing
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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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