Module Title:Marketing
Language of Instruction:English
Credits: 10
NFQ Level:7
Module Delivered In No Programmes
Teaching & Learning Strategies: Learners will be exposed to contemporary theory and practice through the exposure to and study of academic materials (texts and journals) 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: This module aims 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 the principles of marketing
LO2 Assess the marketing environment of an organisation
LO3 Utilise market research to underpin marketing solutions
LO4 Discuss the theory and practice of Integrated Marketing Communications (IMC) and plan an effective IMC campaign
LO5 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.
No requirements listed

Module Content & Assessment

Indicative Content
Introduction to Marketing
Marketing defined; The nature of marketing; Historical development of marketing; Introduction to the elements of the traditional marketing mix & extended service marketing mix
The Marketing Environment
Macro/Micro environment; Responding to the marketing environment
Understanding Consumer Behaviour
Define consumer behavior; Consumer buyer decision making process; Types of consumer buying decision making behavior; Factors influencing the consumer decision making process
Marketing Information and Research
Marketing information system; Marketing research; Marketing research process
Market Segmentation, Targeting & Positioning
Define segmentation, targeting & positioning; Bases for segmentation
Product and Brand Management
Understanding product classification; Importance of brands & branding; Benefits of packaging and labeling; The stages in the product life cycle; New product development process
Pricing objectives, approaches, strategies; Factors influencing pricing decisions
Place (Distribution)
Role & nature of distribution; Functions of distribution channels
Promotion (Integrated Marketing Communications)
The marketing communications process & mix; Integrated marketing communications; IMC performance; Elements and planning of IMC; Characteristics of key promotional tools; Digital marketing & social media
Marketing Planning and Strategy
Functions & process of marketing planning, marketing strategy, components of the marketing plan
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 an essay, exam, reflection, project, presentation but is not limited to these formats. Assessments will take place in Term 1 and Term 2. 1,2,3,4,5 50.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam 3 Hour Written Examination 1,2,3,4 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 Every Week 4.00
Total Hours 7.00