| Module Code: |
H6IM |
|
Long Title
|
Introduction to Marketing
|
|
Title
|
Introduction to Marketing
|
| Module Level: |
LEVEL 6 |
| EQF Level: |
5 |
| EHEA Level: |
Short Cycle |
| 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 |
| 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 |
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 | % |
|---|
| Coursework | 50.00% |
| End of Module Assessment | 50.00% |
AssessmentsFull Time
| Coursework |
| 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 |
|
| 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 |
|---|
|