Long Title:Marketing in the Digital Age
Language of Instruction:English
Module Code:H6MDI
Credits: 10
NFQ Level:LEVEL 6
Field of Study: Marketing and advertising
Module Delivered in 3 programme(s)
Module Coordinator: MICHAEL BANE
Module editor: MICHAEL BANE
Teaching and Learning Strategy: Teaching & Learning will take place via lectures, tutorials which should include case studies, class discussions and review of implementation & implications of marketing initiatives.
Learning Environment: Learning will take place in a classroom/lab/workplace environment with access IT resources. Learners will have access to library resources, both physical & electronic and to faculty outside of the classroom where required. Module materials will be placed on Moodle, the College’s virtual learning environment.
Module Description: The aim of this module is to introduce learners to the fundamentals of contemporary marketing theory and practice. Learners on completion of this module should have a rudimentary capacity to implement online and offline marketing tools, frameworks and concepts which underlie the potential for greater commercial and non-commercial success in the Digital Age.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Demonstrate a fundamental understanding of contemporary marketing thought and practice both online & offline.
LO2 Identify and discuss rudimentary marketing theories, models and concepts, as well as apply same to a range of current 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.
Pre-requisite learning
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
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 

Module Content & Assessment

Indicative Content
Introduction to Marketing
• Evolution of the Marketing Concept & Practice • Scope of Marketing within the Organisation • Web 3.0, Digital Marketing & Implications
Analysing the Market Environment
• Analysing the Market Environment • Contemporary Market Research and Market Information Systems • Online & Offline Consumer and Business Buyer Behaviour
The Segmentation Process
• The Segmentation Process • Targeting Strategies & Digital Alternatives • Positioning for Competitive Advantage
Product and Service Decisions
• Introduction to Product & Services Concepts/Practice • Branding & Online Brand Management • Product Line, Portfolio Management and Contemporary Mix Decisions • New Product Development, Open Innovation & Crowdsourcing
Pricing Decisions
• Factors Influencing Contemporary Pricing • Pricing Approaches in the Digital Era & Tactics
Distribution and Logistics Management
• Contemporary Distribution Principles • Online a & Offline Distribution Channel Structures • Channel Design Alternatives and Management
Marketing Communications
• Introducing the Promotional Mix and the Evolution of Integrated Marketing Communications • Setting Promotional Budgets • IMC Tools & Implications • SEO, Apps, PPC, Proximity Marketing and Social Media
Marketing Planning & Strategy
• Marketing Auditing & Planning • Marketing Strategy, Implementation & Control
Assessment Breakdown%
Coursework50.00%
End of Module Assessment50.00%

Full Time

Coursework
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project (0050) 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). 1,2,3,4 50.00 n/a
End of Module Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Terminal Exam The exam will consist of five questions which will necessitate the student answering any three in two hours. Questions will be essay style format requiring diagrams, underlying theory and application where appropriate. 1,2,3,4 50.00 End-of-Semester
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
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

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 4 Every Week 4.00
Independent Learning No Description 16 Every Week 16.00
Tutorial No Description 1 Every Week 1.00
Total Hours 21.00
Total Weekly Learner Workload 21.00
Total Weekly Contact Hours 5.00
This module has no Part Time workload.
 

Module Resources

Recommended Book Resources
  • John Fahy 2012, Foundations of Marketing, 4 Ed., Euro Eds Originals [ISBN: 9780077137014]
  • Chaffey, D. & Smith, P.R. 2012, Emarketing Excellence, 4 Ed., Routledge [ISBN: 978-0-415-533]
Supplementary Book Resources
  • Baines, P. & Fill, C. 2014, Marketing, 3 Ed., Oxford [ISBN: 978-0-19-9659]
  • Charlesworth, A 2014, Digital Marketing: A Practical Approach, 2 Ed., Routledge [ISBN: 978-0-415-834]
  • Brassington, F., Petitt, S. 2014, Essentials of Marketing, 3 Ed., Pearson [ISBN: 9781292063881]
This module does not have any article/paper resources
This module does not have any other resources
 

Module Delivered in

Programme Code Programme Semester Delivery
BAHHRD BA (Honours) in Human Resource Management 2 Core Subject
BAHBMD BA (Hons) in Business 2 Core Subject
HCBS Higher Certificate in Business 1 Core Subject