Module Title:Marketing and New Product Innovation
Language of Instruction:English
Credits: 5
NFQ Level:8
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: Learners will be exposed to theory and practice of management and marketing through exposure to and study of academic materials (texts, journals etc.) and industry practice materials (case studies, live case examples, industry reports etc.). Classes will be tutorial in nature where learners will be expected to actively engage with module materials (online & offline), problem solving exercises and participate in class discussion and debate. Learners will be encouraged to self-reflect. Learners will receive formative feedback.
Module Aim: The aim of this module is to provide the learner with an understanding of the principles and practice of Marketing in the Brewing and Distilling industry. Learners should be able to identify and develop solutions to marketing problems which demonstrate an ability to apply the principles of marketing , that are customer focused, based on sound market analysis and supported by appropriate market research. The module aims to provide learners with an understanding of the growing need for organisations to find innovative responses to the challenges of modern global business and to create the culture and environment that will facilitate the development of creative thinking and innovation.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Define the concept of Marketing it’s role in the new product development and appraise the strategic importance of creativity and innovation in the brewing and distilling industry
LO2 Utilise market research techniques to support new product development and marketing mix strategies that are customer focused.
LO3 Apply segmentation, targeting and positioning strategy in the the brewing and distilling industry
LO4 Formulate and present a Marketing Strategy
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 – Creating Customer Value and Satisfaction
Marketing defined; Marketing concept and it’s evolution; Role of marketing in the new product design process; Ethical Issues in marketing
Understanding Consumer Behavior
Characteristics of Consumer Markets; The consumer decision making process and influences; The impact of the digital environment on consumer behaviour Consumer Insights in the Brewing and Distilling Market
Target Marketing and Positioning
Segmentation; Targeting; Positioning and Repositioning
The Marketing Mix -Product
The New Product Development Process Importance of new product development and managing the process. Branding;Product Decisions; Product Attributes; Packaging, Product Line and mix decisions; New Product Development process; Product Life Cycle
The Marketing Mix - Price
Factors Affecting Prices; Approaches to pricing
The Marketing Mix - Place
Nature of Distribution Channels; Channel design decisions
The Marketing Mix Promotion
The Integrated Marketing Communications mix; Advertising; Sales Promotion; Public Relations; Sponsorship; Personal Selling; Direct Marketing; Digital/mobile Marketing
The Marketing Plan
Strategic Planning; The Marketing Plan
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Learners will create a customer focused marketing plan for a new product based on sound market research in the brewing and distilling industry. Learners will provide a written report and present their plan 1,2,3,4 100.00 n/a
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 12 Weeks per Stage 3.00
Independent Learning 15 Weeks per Stage 5.93
Total Hours 125.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_SABRE_B Bachelor of Science (Honours) in Brewing and Distilling 8 Mandatory