Module Code: H7MK
Long Title Marketing
Title Marketing
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 10
Module Coordinator: DESMOND GARGAN
Module Author: Sarah Duignan
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 Explain fundamental marketing and sales concepts and principles
LO2 Distinguish the principles and practices of selling and show an understanding of its importance as part of the marketing mix
LO3 Illustrate the basics of pricing, distribution, segmentation and a range of sales and marketing options
LO4 Discuss the scope of marketing within organisations including decision making processes, segmentation, the role of market
LO5 Evaluate and apply appropriate concepts and techniques to relevant marketing problems and situations including digital
LO6 Organise and conduct sales presentations, as well as planning and implementing sales management campaigns
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

As per programme requirements (outlined in 4.2.2 Minimum requirements for general learning)    
 

Module Content & Assessment

Indicative Content
Introduction to Marketing
Evolution of the marketing concept The marketing environment
Customer Behaviour
Consumer and Business buyer behaviour The decision making process Influences on consumer decision making
Market Research
Categorising research methods and marketing information Qualitative versus quantitative research Scope of market research and market information systems
Segmentation Targeting and Positioning
Types of markets and the segmentation process Targeting strategies Positioning for competitive advantage
Product and Service Decisions
Introduction to basic product concepts Packaging and labelling Branding and brand management Product line and mix decision Product life cycle management
Pricing decision
Factors influencing pricing General pricing approaches
Distribution and logistics management
Distribution channel structure Channel design and management Physical distribution Online design and distribution
Marketing communications
Creating effective communications Organising and managing the promotional mix Advertising Public Relations Sales Promotion Direct Marketing Strategy Digital marketing and Selling
Personal selling and Sales Management
Defining the sales role The Role of selling within marketing Sales settings and strategies
Planning Sales Presentations
Objectives for the presentation Sales techniques (features, advantages and benefits) Presentation structure, style and behaviour Organising visual materials Managing audience interaction Determining and handling substantive issues Dealing with objectives Concluding the presentation and closing the sale
Assessment Breakdown%
Coursework100.00%

Assessments

Full Time

Coursework
Assessment Type: Continuous Assessment % of total: 75
Assessment Date: n/a Outcome addressed: 1,2,3,4,5,6
Non-Marked: No
Assessment Description:
Project A 2,000 2,500 (not including bibliography and appendices), individual/group project which should develop a marketing and sales management programme to overcome a marketing based problem in their organisation, or an organisation of their choice.
Assessment Type: Presentation % of total: 25
Assessment Date: n/a Outcome addressed: 2,6
Non-Marked: No
Assessment Description:
Students will prepare, organise and deliver an individual / group sales presentation that centres on the product of service offering of their organisation, or an organisation of their choice. The presentation will be based on a role-play scenario of delivering a sales presentation to a prospective customer.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
Students who do not achieve an overall pass mark in this module will be presented with a single assessment which will address all learning outcomes. This piece of assessment will be designed by the relevant member of faculty and validated by the second marker and extern.

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 36 Per Semester 3.00
Lecture Independent learning 214 Per Semester 17.83
Total Weekly Contact Hours 20.83
 

Module Resources

Recommended Book Resources
  • Armstrong, G., and Kotler P. (2020) Marketing: An Introduction, 14th Ed., Pearson.
  • Fahey, J. & Jobber, D. (2016). Foundations of Marketing. 6th Ed., London. McGraw-Hill.
This module does not have any article/paper resources
Other Resources
  • www.mie.ie.
  • http://www.icm.ac.uk.
  • http://www.iapi.ie.
  • http://www.prii.ie.
  • http://www.salesinstitute.ie.
  • http://www.cim.co.uk.
  • http://www.cipr.co.uk.
  • http://www.simm.co.uk.
  • http://www.idma.ie.
  • http://www.aai.ie.
  • http://www.asai.ie.
  • http://www.bci.ie.
  • http://www.clearcast.co.uk.
  • http://www.imci.ie.
  • http://www.imi.ie.
  • http://www.ibec.ie.
  • http://www.esri.ie.
  • http://www.enterprise-ireland.com.
  • http://www.irl.gov.ie.
  • http://www.cso.ie.
  • http://www.dubchamber.ie/.
  • http://www.marketing.ie.
  • http://www.adworld.ie.
  • http://www.medialive.ie.
  • http://www.brandrepublic.com/marketing/.
  • http://www.mareketingprofs.com.
  • http://www.prweek.com.
  • http://www.prwatch.org.
  • http://www.ireland.com.
  • http://www.nytimes.com.
  • http://www.time.com.
  • http://www.rte.ie/news.
  • http://www.business2000.ie.
  • http://www.businessandfinance.ie.
  • www.economist.com.
  • www.hbr.com.
  • www.ft.com.
Discussion Note: