Module Title:Marketing
Language of Instruction:English
Credits: 5
NFQ Level:7
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: Lectures - Communication of knowledge and ideas from the lecturer to the student. Problem-Solving Exercises - Students 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 online learning materials. Self-Direct Independent Learning - The emphasis on independent learning will develop strong and autonomous work and learning practices.
Module Aim: The module aims to provide students with an awareness of key marketing principles and to develop their skills and knowledge of applying marketing frameworks and strategies in a business context.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Explain and apply key marketing principles
LO2 Assess the marketing environment of a business/organisation
LO3 Utilise market research techniques to gain marketing insights/provide strategic marketing solutions
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
Introduction to Marketing
Introduction to marketing and evolution of marketing; relevancy of marketing to business including accountancy.
Marketing Environment
Examination of the micro and macro environment as well as identification and analysis of competitors.
Segmentation, Targeting and Positioning
The importance of customer identification and relevancy of segmentation, targeting and positioning to marketing.
Marketing Mix/4Ps
Introduction to the Marketing Mix (The 4 Ps): Product classification, product mix, new product development, life cycle, branding etc.; price and associated pricing factors/considerations; promotional aspects e.g. Integrated Marketing Communications, advertising, PR, personal selling, sales promotion, sponsorship, direct marketing, online/social media/mobile marketing; place e.g. marketing channels, channel design; logistics; supply/distribution etc.
Market research
Researching to gain insight into consumer buying behaviours; influences on the decision-making/purchasing process; consumer trends; market analysis; Marketing Information Systems etc.
Marketing Plan
Steps involved in creating a marketing plan; corporate planning; goal setting and the strategic marketing process.
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Written report/s on key marketing concepts and marketing environment. 1,2 40.00 Week 8
Project Marketing project/presentation applying marketing research and insights/solutions. 1,2,3 60.00 Sem 1 End
No Project
No Practical
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 Time Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Time Every Week 7.50
Total Hours 9.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_BBACT_B Bachelor of Arts (Honours) in Accounting 3 Mandatory