| Module Title: | Marketing |
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| Language of Instruction: | English |
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| 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.
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| 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
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| 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 |
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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
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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.
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Understanding the Customer
Buying behaviour - consumer decision making process; influences on consumer behaviour including impact on digital environment.
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Marketing Information and Research Techniques
Marketing information system and Consumer Insights; Types of marketing research; Marketing research process, new technological developments
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Market Segmentation, Targeting and Positioning
Define segmentation, targeting and positioning
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Market Segmentation, Targeting & Positioning
Define segmentation, targeting & positioning; Bases for segmentation
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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.
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Marketing Plan
Process of formulating and writing a marketing plan
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| Assessment Breakdown | % |
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| Continuous Assessment | 100.00% |
| Continuous Assessment |
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| 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 End of Module Formal Examination |
SETU Carlow Campus 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
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