Module Code: H6MRKT
Long Title Marketing
Title Marketing
Module Level: LEVEL 6
EQF Level: 5
EHEA Level: Short Cycle
Credits: 10
Module Coordinator: MICHAEL BANE
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 LO 1. Demonstrate a fundamental understanding of contemporary marketing thought and practice.
LO2 LO 2. Recognise how marketing applies to major business functions and underlies the multi-disciplinary nature of any organisation.
LO3 LO 3. Identify and discuss rudimentary marketing theories, models and concepts, as well as, apply same to a range of contemporary business issues.
LO4 LO 4. Demonstrate competency in problem solving, fundamental market research, developing elementary marketing plans, interpersonal communication and teamwork skills.
LO5 LO 5. Develop a broad range of fundamental and transferable skills required at the junior level of commercial and/or non commercial practice.
LO6 LO 6. 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  
 

Module Content & Assessment

Indicative Content
Introduction to Marketing
Evolution of the Marketing Concept The Marketing Mix Scope of Marketing Not for Profit Marketing Planning Marketing Activity
Analysing Market Opportunities
Analysing the Market Environment Gathering Marketing Information Market Research and Market Information Systems Consumer and Business Buyer Behaviour
The Segmentation Process
The Segmentation Process Targeting Strategies Positioning for Competitive Advantage
Product and Service Decisions
Introduction to Fundamental Product Concepts Product, Branding, Packaging and Labelling Management Product Line and Mix Decisions Product Life Cycle Management
Pricing Decisions
Factors Influencing Pricing General Pricing Approaches Price Adjustment
Pricing Decisions
Factors Influencing Pricing General Pricing Approaches Price Adjustment
Distribution and Logistics Management
Fundamentals of Distribution Distribution Channel Structure Channel Design and Management
Marketing Communications
Introducing the Promotional Mix and the Evolution of Integrated Marketing Communications Setting the Promotional Mix Budget Advertising Public Relations Sales Promotion Personal Selling Direct Marketing
Marketing Planning & Strategy
Marketing Planning Marketing Audit Marketing Strategies Organisation & Implementation
Assessment Breakdown%
Coursework30.00%
End of Module Assessment70.00%

Assessments

Full Time

Coursework
Assessment Type: Assignment % of total: 30
Assessment Date: Sem 1 End Outcome addressed: 1,2,3,4,5,6
Non-Marked: No
Assessment Description:
Project
End of Module Assessment
Assessment Type: Terminal Exam % of total: 70
Assessment Date: End-of-Semester Outcome addressed: 1,2,3,4,5,6
Non-Marked: No
Assessment Description:
End-of-Semester Final Examination
No Workplace Assessment

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 No Description 4 Every Week 4.00
Tutorial 9 hrs per semester 1 Every Week 1.00
Total Weekly Contact Hours 5.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 4 Every Week 4.00
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • Jobber & Fahy. (2012), Foundations of Marketing, 4th. Euro Eds Originals, [ISBN: 0077137019].
Supplementary Book Resources
  • Rogan, D., (2007), Marketing, An Introduction for Learners in Ireland,. 3rd Edition, Gill & Macmillan.
  • Stone, M. & Desmond, J., (2007), Fundamentals of Marketing. 1st Edition, Routledge..
  • Armstrong, G., Kotler, P., Harker, M. & Brennan, R., (2009),. Introduction to Marketing, Prentice Hall..
  • Brassington, F., & Pettitt, S. (2006), Principles of Marketing, 4th ed. , Prentice Hall.
  • Blythe, J. (2008), Essentials of Marketing, 4th ed. Prentice Hall.
  • Murray, J.A. & O’Driscoll, A.,. (1999), Managing Marketing; Concepts and Irish Cases,, 2nd ed. , Gill & Macmillan..
  • Klein, N. (2004), No Logo, Picador..
  • Walker, R.,. (2008), I’m With the Brand: The Secret Dialogue Between What We Buy and Who We Are,, , Constable Publishing..
  • Heath, J. & Potter, A.. (2006), The Rebel Sell: How the Counter Culture Became Consumer Culture,, Capstone.
  • Ries, A. & Trout, J,. (2001), Positioning: The Battle for Your Mind, 2nd edition. McGraw-Hill Professional.
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: