Module Title:Marketing
Credits: 10
NFQ Level:6
Module Delivered In 4 programme(s)
Teaching & Learning Strategies: Learners will also be exposed to contemporary theory and practice of marketing through the exposure to and study of, academic materials (texts & journal articles) and industry practice materials (case studies, industry reports, expert blogs, etc.). Class delivery will be tutorial in nature where learners will be expected to actively engage with module materials and participate in class discussion and debate.
Module Aim: The aim of this module is to provide the learner with an understanding of the principles and practice of marketing. The learner should be able to identify and develop customer focused solutions to marketing problems.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Discuss and apply marketing principles.
LO2 Assess the marketing environment of an organisation.
LO3 Utilise market research to underpin marketing solutions.
LO4 Formulate a customer focused marketing plan.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.

Module Content & Assessment

Indicative Content
Marketing Concept (10%)
•The nature of marketing & the importance of customer focus •Role of marketing in a modern organisation • Changing face of marketing in a digital world • Ethical issues in marketing
Marketing Plan (10%)
• Components of the marketing plan
Understanding the Market (10%)
• Market Analysis – microenvironment and macroenvironment analysis; Porter's 5 Competitive Forces model • SWOT analysis
Understanding the Customer (20%)
• Buying Behaviour - consumer decision making process; influences on consumer behaviour including impact of digital environment • Target Marketing & Positioning - segmentation, targeting and positioning process; repositioning
Basic Market Research Techniques (10%)
• Marketing Information System & Consumer Insights • Marketing research process
Marketing Mix (40%)
• Product - Managing Products: new product development, Product Life Cycle; product portfolio planning; Branding strategy, Services Marketing • Price - Factors impacting on pricing; pricing strategies • Place - distribution channels; channel strategy; retailing including on-line retailing • Promotion - integrated marketing communications; advertising, product placement, sponsorship, PR, sales promotions, selling, direct marketing, CRM, ethical issues in promotion, digital marketing & social media
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other Learners will be required to demonstrate achievement of the learning outcomes through continuous assessment work. This work may take the form of essay, case-study, exam, project, presentation, but not limited to these formats. Assessments take place in term 1 and term 2. 1,2,3,4 50.00 Sem 1 End
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam Learners will be required to demonstrate their understanding of both marketing theory and practice in the form of a final exam assessment. 1 50.00 End-of-Semester

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 3.00
Independent Learning Time Every Week 4.00
Total Hours 7.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Time Every Week 5.50
Total Hours 7.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_BBADM_D Bachelor of Business in Business Administration 2 Mandatory
CW_BRLMB_B Bachelor of Business(Honours) in Management 2 Mandatory
CW_BBCAA_C Higher Certificate in Accounting 2 Mandatory
CW_BBLEG_C Higher Certificate in Arts in Legal Studies 2 Mandatory