Lectures - communication of knowledge and ideas from the lecturer to the student.
Problem Solving Exercises - student will work as part of a team and will work together to resolve various marketing scenarios.
Class Discussion/Debate - Students will be encouraged to actively participate in the class sessions which will develop their analytical and communication skills.
E-Learning - The module will be supported with on-line learning materials.
Self-Direct Independent Learning - the emphasis on independent learning will develop a strong and autonomous work and learning practices.
Module Aim:
The aim of this module is to demonstrate the importance of Marketing for all businesses. It aims to provide a learning environment which will enable the student to develop the skills and knowledge to apply the principle theories of Marketing to real business situations. It aims to build on the theories covered in Management & Communications and integrate with material covered in Computer Applications, Quantitative Techniques.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Select and apply appropriate conceptual frameworks in the formulation of a Marketing Strategy.
LO2
Assess the implications of the Marketing Environment of a business on it’s Marketing Strategy.
LO3
Utilise Market Research techniques in the formulation of a Marketing Plan.
LO4
Formulate & Present a Marketing Strategy for a product.
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
Introduction to Marketing (10%)
Definition of Marketing
Evolution of Marketing and The Marketing Concept
Relevance to those working in Accountancy.
The Marketing Environment (15%)
The Macro environment
The Micro environment
Competitor identification and Analysis
Consumer Buying Behaviour (15%)
The Buying Process
Influences on The Decision Making Process
Buying Decision Situations
Marketing Research and Information Systems (10%)
The M.I.S system
The Market Research Process
Segmentation, Targeting, Positioning (15%)
n/a
Introduction to the Marketing Mix ( The 4 P’s) (25%)
6.1 Product
Classification, Product Mix, Life Cycle, N.P.D, Branding, New Product Development.
6.2 Pricing
Factors affecting pricing, Approaches to Pricing.
6.3 Promotion
The Communication Process.
Integrated Marketing Communications Mix
Advertising, P.R, Personal Selling, Sales Promotion, Direct Marketing, Sponsorship, On-line/ mobile Marketing.
6.4 Distribution
The Nature of Marketing Channels, Channel Design decisions, Logistics.
6.5 Services Marketing (7 P’s)
Overview of the marketing of a service ( accounting, financial service company)
Marketing Planning (10%)
Corporate Planning and the Strategic Marketing Process
The Marketing Plan
Assessment Breakdown
%
Continuous Assessment
100.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Portfolio
n/a
1,2,3,4
20.00
n/a
Project
n/a
4
70.00
n/a
Practical/Skills Evaluation
n/a
4
10.00
n/a
No Project
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment