Module Code: H6FM
Long Title Fundamentals of Marketing
Title Fundamentals of 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 Demonstrate a fundamental understanding of contemporary marketing thought and practice.
LO2 Recognise how marketing applies to major business functions and underlies the multi-disciplinary nature of any organisation, this will include services marketing especially for organisations where services constitute the significant market offering.
LO3 Identify and discuss rudimentary marketing theories, models and concepts, as well as, apply same to a range of contemporary business issues.
LO4 Demonstrate competency in problem solving, fundamental market research, developing elementary marketing plans, interpersonal communication and teamwork skills.
LO5 Develop a broad range of fundamental and transferable skills required at the junior level of commercial and/or noncommercial practice.
LO6 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).

69746 H6FM Fundamentals of Marketing
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  

Module Content & Assessment

Indicative Content
Introduction to Marketing
o Evolution of the Marketing Concept & Practice o Ethical & Sustainable Practice o Digital Immigrants versus Digital Natives o The Marketing Mix o Scope of Contemporary Marketing o Not for Profit Marketing
Planning Marketing Activity
o Introduction to Marketing Planning & Analysis o Analysing the Market Environment o Implementing SLEPT/PESTLE Analysis
Market Research
o The Market Research Process o Exploratory, Descriptive & Causal Research o Data Collection Methods & Tools o Sampling Methods & Practice o Analysis & Decision Making o Market Information Systems o Ethical Practice
Consumer and Business Buyer Behaviour
o The Decision-Making Process o Influences on Decision Making o Social Media Influencer Marketing & the Contemporary Consumer
The Segmentation, Targeting & Positioning Process
o Segmenting Approaches & Bases o Targeting Strategies & Implementation o Positioning (& Repositioning) for Competitive Advantage
Introduction to Fundamental Product Concepts
o Introduction to Value Propositions o Services Marketing Concepts and Frameworks o Experiential Marketing o Product Marketing, o Branding & Managing Brand Portfolios, o Packaging and Labelling Management o Product Line and Mix Decisions o Product Life Cycle Management o New Product Development
Pricing Decisions
o Approaches to Contemporary Pricing o Factors Influencing Pricing o Price Adjustment/Managing Price Changes
Distribution and Logistics Management
o Distribution Channels Strategy & Structures o Distribution Channel Types & Approaches o Channel Design for the Contemporary Consumer
Promotional Mix (IMC)
o Evolution of Integrated Marketing Communications o Planning & Implementing Promotional Campaigns o Advertising o Public Relations o Sales Promotion o Personal Selling o Direct Marketing o Digital Marketing
Marketing Planning & Strategy
o Marketing Auditing & Planning o Marketing Strategies o Organisation & Implementation
Assessment Breakdown%
End of Module Assessment50.00%


Full Time

Assessment Type: Continuous Assessment % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,6
Non-Marked: No
Assessment Description:
The continuous assessment may involve either a hypothetical or live industry task in which students will enact research, devise strategies/tactics and pitch their work to panel of lecturers (or industry personnel where relevant). There will also be a written report element which will outline all the above effort. Timed constrained assessment. Learners will be presented with an assessment requiring them to explain/apply key marketing theories, models and discuss contemporary marketing phenomena.
End of Module Assessment
Assessment Type: Terminal Exam % of total: 50
Assessment Date: End-of-Semester Outcome addressed: 1,2,3,4,5,6
Non-Marked: No
Assessment Description:
The assessment measures an in-depth knowledge from the full spectrum of the module.  (LO1-6).
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 36 Per Semester 3.00
Tutorial No Description 12 Per Semester 1.00
Independent Learning No Description 202 Per Semester 16.83
Total Weekly Contact Hours 4.00

Module Resources

Recommended Book Resources
  • John Fahy,David Jobber. (2022), Foundations of Marketing, 7th. McGraw Hill. or e-book version:, (available in NCI repository).
Supplementary Book Resources
  • Hanlon, A.. (2022), Digital Marketing; Strategic Planning & Integration, 2nd Ed. Sage.
  • Baines, P., Rosengren, S., & Antonetti, P.. (2022), Marketing, 6th Ed. Oxford University Press..
  • Selected academic articles should be distributed by the Lecturer via Moodle or WARC on the NCI library portal (or relevant repository)..
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: