Module Code: H6IM
Long Title Introduction to Marketing
Title Introduction to Marketing
Module Level: LEVEL 6
EQF Level: 5
EHEA Level: Short Cycle
Credits: 5
Module Coordinator: MICHAEL BANE
Module Author: MICHAEL BANE
Departments: School of Computing
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 fundamental understanding of contemporary marketing thought and practice.
LO2 Identify and discuss rudimentary marketing theories, models and concepts, as well as, apply same to a range of contemporary business issues.
LO3 Demonstrate competency in problem solving, fundamental market research, developing elementary marketing plans, interpersonal communication and teamwork skills.
LO4 Illustrate their interpersonal, written and presentation skills through a combination of group work and class presentations
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 & Practice Scope of Marketing within the Organisation
Analysing the Market Environment
Analysing the Market Environment 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 & Services Concepts/Practice Branding & Brand Management Product Line and Mix Decisions New Product Development
Pricing Decisions
Factors Influencing Pricing Pricing Approaches & Tactics
Distribution and Supply Chain Management
Fundamentals of Distribution Distribution Channel Structure Channel Design and Management
Marketing Communications
Introducing the Promotional Mix and the Evolution of Integrated Marketing Communications Promotional Budgets • IMC Tools & Implications
Marketing Planning & Strategy
Marketing Auditing & Planning Approaching Marketing Strategy, Implementation & Control
Assessment Breakdown%
End of Module Assessment50.00%


Full Time

Assessment Type: Project % of total: 50
Assessment Date: Week 10 Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
Team Project (50%): Learners will be asked to analyse a selected marketing issue and compile a report or marketing plan which should incorporate a significant element of rudimentary market research and basic literature/trade review. This case in marketing education will be primarily linked to the technique’s ability to bridge the gap between marketing theory and practical situations, thus allowing learners to apply the concepts they have learned in the programme of study. The learner will be expected to make marketing decisions about the case in a logical, objective and structured way. (LO1, LO2, LO3 and LO4).
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:
End-of-Semester 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.

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 2 Every Week 2.00
Tutorial Project & Class Review 1 Every Week 1.00
Independent Learning No Description 7.5 Every Week 7.50
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 2 Every Week 2.00
Tutorial No Description 1 Every Week 1.00
Independent Learning No Description 89 Every Week 89.00
Total Weekly Contact Hours 3.00

Module Resources

Recommended Book Resources
  • John Fahy. (2012), Foundations of Marketing, 4. Euro Eds Originals, p.432, [ISBN: 0077137019].
Supplementary Book Resources
  • Dave Chaffey, PR Smith. (2014), Emarketing Excellence, 4. Routledge, p.640, [ISBN: 9780415533379].
  • Frances Brassington. Essentials of Marketing, 3. Pearson Academic, p.624, [ISBN: 9780273727644].
  • Paul Baines. (2014), Marketing, 3. Oxford, [ISBN: 9780199659531].
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: