Module Title:Introduction to Marketing
Language of Instruction:English
Credits: 5
NFQ Level:6
Module Delivered In 7 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 Outline the various stages in the market research process.
LO4 Explain and analyse the segmentation, targeting and positioning strategies.
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
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay Explanation and illustration of a case study company's market orientation as well as an analysis of its consumers and its environment. 1,2 50.00 n/a
Project Development of a basic research plan and associated research tool. Illustration of a case study company's approach to segmentation, targeting and positioning. 3,4 50.00 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 12 Weeks per Stage 3.00
Independent Learning 15 Weeks per Stage 5.93
Total Hours 125.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Independent Learning 15 Weeks per Stage 2.97
Lecture 12 Weeks per Stage 1.50
Total Hours 62.50
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_HWVCD_B Bachelor of Art (Honours) in Visual Communications and Design 3 Mandatory
CW_HWVCD_D Bachelor of Arts in Visual Communications and Design 3 Mandatory
CW_BWBUS_B Bachelor of Business (Honours) Options: in Business or Digital Marketing 3 Mandatory
CW_BWBUS_D Bachelor of Business Options: Business or Digital Marketing 3 Mandatory
CW_BWTEM_B Bachelor of Science (Honours) in Tourism and Event Management 3 Mandatory
CW_BWTEM_D Bachelor of Science in Tourism and Event Management 3 Mandatory
CW_BWBUS_C Higher Certificate in Business 3 Mandatory