| Module Code: |
H6FM |
|
Long Title
|
Fundamentals of Marketing
|
|
Title
|
Fundamentals of Marketing
|
| Module Level: |
LEVEL 6 |
| EQF Level: |
5 |
| EHEA Level: |
Short Cycle |
| 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. |
| 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).
|
| 69746 |
H6FM |
Fundamentals of Marketing |
Co-requisite Modules
|
| No Co-requisite modules listed |
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 | % |
|---|
| Coursework | 50.00% |
| End of Module Assessment | 50.00% |
AssessmentsFull Time
| Coursework |
| 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). |
|
| 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:, https://library.ncirl.ie/items/33068?query=author%3A%28Jobber%2C+David%29&resultsUri=items%3Fquery%3Dauthor%253A%2528Jobber%252C%2BDavid%2529 (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 |
|---|
|
