Module Title:Marketing
Language of Instruction:English
Credits: 10
NFQ Level:6
Module Delivered In 6 programme(s)
Teaching & Learning Strategies: The classes will deliver relevant theory supported by relevant examples. Students will review current happenings from Irish and international businesses as part of their course work. Further students will be asked apply their knowledge as well as utilise relevant models and tools of analysis to case studies.
Module Aim: To develop a student’s knowledge of marketing concepts and their applications.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Define and explain the basic concepts of marketing.
LO2 Analyse the marketing environment and consumer.
LO3 Identify the various stages in the market research process.
LO4 Outline and recommend segmentation, targeting and positioning strategies for businesses.
LO5 Explain how to manage the marketing mix.
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
Requirements
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
Marketing in the Modern Firm
• The Marketing Concept • Importance of the customer • Relationship marketing • Corporate social responsibility and marketing ethics
The Marketing Environment
• The Microenvironment • The Macroenvironment • Environmental analysis
Understanding Customer Behaviour
• Consumer behaviour • The buying decision process
Marketing Research
• The Marketing Information System • Types of Marketing Research • The Marketing Research Process
Market Segmentation and Positioning
• Segmenting Consumer Markets • Target Marketing • Positioning • Positioning strategies
Managing Products
• Product classification • New product development • Product life cycle • Branding • Managing Brand and Product Portfolios
Pricing Strategy
• Basic Methods of Setting Prices • Factors Influencing Pricing Strategy • Managing Price Changes • Reacting to Competitor’s Price Changes
The Promotional Mix
• Advertising • Direct Marketing • Sales Promotion • Public Relations • Integrated Marketing Communications • Steps in a promotional campaign
Digital Marketing
• Introduction to digital marketing • Email marketing • Social media and online engagement • Website design/optimisation • Search engines marketing • Mobile marketing
Personal Selling
• Sales management • The selling process • Negotiation
Distribution
• Types of Distribution Channels • Channel Strategy • Retailing
Assessment Breakdown%
Continuous Assessment40.00%
End of Module Formal Examination60.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Written Assessment: Examination of a particular company’s market orientation, environment and consumer behaviour. 1,2 20.00 n/a
Presentation Present verbally and in written form a segmentation, targeting and positioning strategy for a particular brand. 4 20.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam Final Exam 3,5 60.00 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 30 Weeks per Stage 3.00
Independent Learning 30 Weeks per Stage 3.67
Total Hours 200.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Total Hours 1.50
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_HWVCD_D Bachelor of Arts in Visual Communications and Design 2 Mandatory
CW_HWCHS_B Bachelor of Arts (Honours) in Culture & Heritage Studies 2 Mandatory
CW_HWVCD_B Bachelor of Arts (Honours) in Visual Communications and Design 2 Mandatory
CW_BWBUS_B Bachelor of Business (Honours) Options: Business or Digital Marketing 2 Mandatory
CW_BWBBS_D Bachelor of Business in Business (Options: Business or Digital Marketing) 2 Mandatory
CW_BWBUS_C Higher Certificate in Business 2 Mandatory