Module Title:Marketing
Language of Instruction:English
Credits: 10
NFQ Level:6
Module Delivered In 1 programme(s)
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 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
Understanding the Market
Marketing analysis. The 5 C's, Macro-environment analysis. (emphasis on the impact of the of digital landscape on business, customers and marketing), micro-analysis, supply chain and competitors
The Marketing Concept
Introduction to the core principles of marketing and the importance of customer focus. Evolution of marketing. Relationship marketing, experiential marketing, role of marketing in modern organisations. Changing face of marketing in digital world. Ethical issues in marketing.
Understanding the Customer
Buying behaviour - consumer decision making process; influences on consumer behaviour including impact on digital environment.
Marketing Information and Research Techniques
Marketing information system and Consumer Insights; Types of marketing research; Marketing research process, new technological developments
Market Segmentation, Targeting and Positioning
Define segmentation, targeting and positioning
Market Segmentation, Targeting & Positioning
Define segmentation, targeting & positioning; Bases for segmentation
Marketing Mix
Product and brand management/ Product classification, Product/Brand Management, Product decisions, Branding, Portfolio planning, new product development, diffusion of innovation, product lifecycle, BCG, Ansoffs. Price - factors impacting on price. Pricing strategies. Place - distribution channels, mni-channel strategy, supply chain management, logistics, ECR, retailing, online retailing, shopper marketing, category management, promotion. Formulating an integrated marketing strategy including sponsorship, PR, advertising, sales, social media, search, mobile. Ethics and data protection.
Marketing Plan
Process of formulating and writing a marketing plan
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Portfolio End of Year Interview - Portfolio 1,2,3,4 10.00 n/a
Case Studies 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, project, presentation, but not limited to these formats. Assessments take place in term 1 and term 2 1,2,3,4 90.00 n/a
No Project
No Practical
No End of Module Formal Examination

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

Module Delivered In

Programme Code Programme Semester Delivery
CW_BBOPT_D Bachelor of Business with Options in Management. International Business, Supply Chain Management, Marketing, Human Resource Management 2 Mandatory