Module Code: H6MAF
Long Title Marketing for Accounting & Finance
Title Marketing for Accounting & Finance
Module Level: LEVEL 6
EQF Level: 5
EHEA Level: Short Cycle
Credits: 5
Module Coordinator: COLETTE DARCY
Module Author: MICHAEL BANE
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate a comprehensive understanding of contemporary marketing thought and practice and how it relates to live industry incorporating accounting & financial services.
LO2 Identify and apply contemporary marketing theories, models and concepts in general business situations including financial services contexts.
LO3 Demonstrate an aptitude in basic problem solving: involving rudimentary market research: elementary marketing initiatives: interpersonal communication and teamwork skills.
LO4 Illustrate their interpersonal, written and presentation skills through a combination of group work and class presentations.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements

Programme entry requirements  
 

Module Content & Assessment

Indicative Content
Introduction to Marketing:
• Evolution of the Marketing Concept & Practice • Value Creation & the Marketing Function • Scope of Marketing within the Organisation in the Age of Digital Marketing
Analysing the Market Environment:
• Analysing the Market Environment • Regulation via Governments, Financial Authorities and other Agencies • Segregating & Monitoring/Managing Micro & Macro Marketing Environments • Glocalisation & Cultural Implications
Market Research and Market Information Systems:
• Fundamentals of Market Research • Market Research Tools and Systems • Sampling • Analysing Market Research • Ethical Considerations
Consumer Behaviour:
• Understanding Consumer Behaviour • the Consumer & Organisational Decision Making Process • the Importance of Digital & Contemporary Consumers
The Segmentation Process:
• The Segmentation Process & Approaches to Key Market Segments • Targeting Strategies • Positioning for Competitive Advantage
Product and Service Decisions:
• Introduction to Fundamental Product & Services Concepts/Practice • Characteristics & Value of Services • Branding & Brand Management • Product Line/Mix Decisions & Portfolio Management • New Product Development
Pricing Decisions:
• Pricing Strategies & Approaches • Ethical Considerations & Regulations
Marketing Communications:
• Introducing the Promotional Mix and the Evolution of Integrated Marketing Communications • Promotional Budgets • IMC Tools & Implications • the Importance of Digital Marketing
Distribution and Logistics Management:
• Fundamentals of Distribution & the Extended Supply Chain • Distribution Channel Structure & Implications • Channel Design and Management for the 21st Century
Assessment Breakdown%
Coursework50.00%
End of Module Assessment50.00%

Assessments

Full Time

Coursework
Assessment Type: Continuous Assessment % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3
Non-Marked: No
Assessment Description:
Candidates are required to complete a written assignment incorporating both theoretical and application based and/or practical elements – this may be supplemented by in class presentations.
End of Module Assessment
Assessment Type: Terminal Exam % of total: 50
Assessment Date: End-of-Semester Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
Final Examination.
No Workplace Assessment
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.
Reassessment Description
Candidates will attempt the repeat assessment for the module, if they do not successfully pass the module. Learners are required to attempt all assessments attaching to a module. For those modules where all learning outcomes are assessable with a final examination, the student does not have to re-sit failed individual CA components.

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 2 Every Week 2.00
Lecturer Supervised Learning Mentoring and small-group tutoring 1 Every Week 1.00
Directed Learning Directed e-learning 3 Every Week 3.00
Independent Learning Independent learning 8 Every Week 8.00
Total Weekly Contact Hours 6.00
 

Module Resources

Recommended Book Resources
  • Fahy, J. & Jobber, D. (2019), Foundations of Marketing, 6th Ed. McGraw Hill.
Supplementary Book Resources
  • Hanlon, A. (2022), Digital Marketing, Strategic Planning & Integration, 2nd Ed. Sage.
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: