Module Title:Marketing Mix
Language of Instruction:English
Credits: 5
NFQ Level:6
Module Delivered In 7 programme(s)
Teaching & Learning Strategies: A variety of teaching and learning strategies will be used; case studies, videos, national and international marketing examples. Collaborative skills will be encouraged through course work and students will be expected to engage with support material to develop self-directed learning skills.
Module Aim: To provide learners with a comprehensive understanding of the elements of the Marketing Mix and their role in achieving marketing strategy.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Understand the concept of product and the importance of innovation in product development
LO2 Identify how value can be achieved through managing pricing strategies
LO3 Describe the various options available in channel management and targeted communication
LO4 Explain the role of additional marketing mix elements; people, processes and physical evidence
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
Managing Products
• Product defintion • Product differentiation • Product life cycle • Brands and branding • Managing Brand and Product Portfolios • New product development
Pricing Strategy
• Basic Methods of Setting Prices • Factors Influencing Pricing Strategy • Managing Price Changes • Psychology in pricing decisions
The Promotional Mix
• Advertising • Sales Promotion • Sponsorship • Public Relations and publicity • Direct Marketing • Digital advertising and communications • Integrated Marketing Communications
Distribution Channels
• Types of Distribution Channels • Channel Strategy and management • Channel Integration • Retailing
Extended Marketing Mix
• Marketing Services • People • Process • Physical Evidence
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Group case study to assess knowledge and understanding of core topics in an applied context. 1,2,3 40.00 n/a
Essay Individual written piece to assess knowledge and understanding of marketing mix topics. 1,2,3,4 60.00 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
Lecture 12 Weeks per Stage 1.50
Independent Learning 15 Weeks per Stage 2.97
Total Hours 62.50
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_HWVCD_B Bachelor of Art (Honours) in Visual Communications and Design 4 Mandatory
CW_HWVCD_D Bachelor of Arts in Visual Communications and Design 4 Mandatory
CW_BWBUS_B Bachelor of Business (Honours) Options: in Business or Digital Marketing 4 Mandatory
CW_BWBUS_D Bachelor of Business Options: Business or Digital Marketing 4 Mandatory
CW_BWTEM_B Bachelor of Science (Honours) in Tourism and Event Management 4 Mandatory
CW_BWTEM_D Bachelor of Science in Tourism and Event Management 4 Mandatory
CW_BWBUS_C Higher Certificate in Business 4 Mandatory