Module Title:Fundamentals of Marketing
Language of Instruction:English
Credits: 5
NFQ Level:7
Module Delivered In 4 programme(s)
Teaching & Learning Strategies: Learners will be introduced to the fundamentals of marketing through presentation and study of, academic materials, industry practice models and case studies. Class delivery will combine face to face lectures and workshops where learners will be expected to actively engage with module materials, practical tasks, class discussion and short presentations.
Module Aim: The aim of this module is to provide the learner with an awareness and understanding of marketing as an organisation wide philosophy as well as a managerial function. It will introduce the core marketing concepts, theories and principles in a digital era. It will include topics such as industry, category, market and competitor analysis. It will equip the learner with a basic overview of marketing mix components such as pricing, distribution, product and promotion (both traditional and digital marketing communication). The learner will be able to identify and assess market needs and marketing opportunities.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Understand the importance of market-orientation in business practice.
LO2 Evaluate market conditions and consumer needs when forming marketing strategies
LO3 Describe a range of common strategies for use with each of the tools commonly applied as part of the Marketing Mix: product, pricing, promotion and distribution
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
Core Marketing Concepts
Introduction to core principles of marketing & its historical evolution • Engaging consumers and communicating customer value through Integrated Marketing Communications • The Marketing Mix • The role of contemporary marketing and its changing face in a digital era• Social Responsibility & Ethics in Marketing
Marketing Environment
Defining the environmental forces that affect a company’s ability to serve its customers • Macro environmental analysis frameworks • Competitor Identification & Analysis • Strategies for competitive position • Value Chain Analysis
Consumer Buying Behaviour
Consumer decision making process • Factors affecting Consumer Behaviour and impact of Digital Environment
Marketing Information and Research
Defining the Marketing Information System and its component parts • Leveraging consumer insights to drive decision making • Introduction to Marketing Research Processes & Consumer Insights: Secondary & Introduction to Primary Research Methods
Segmentation, Targeting & Positioning
An introduction to Segmentation, Targeting and Positioning Processes.
Product and Brand Management
Understanding product classification; Importance of brands & branding; Benefits of packaging and labeling; The stages in the product life cycle; New product development process
Pricing objectives, approaches, strategies; Factors influencing pricing decisions
Place (Distribution)
Role & nature of distribution; Functions of distribution channels
Promotion (Integrated Marketing Communications)
The marketing communications process & mix; Integrated marketing communications; IMC performance; Elements and planning of IMC; Characteristics of key promotional tools; Digital marketing & social media
Marketing Planning and Strategy
Functions & process of marketing planning, marketing strategy, components of the marketing plan
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Based on an assigned brand, conduct a Marketing Audit 1,2 40.00 n/a
Project Based on an assigned brand, conduct a Market Assessment 2,3 60.00 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 Every Week 3.00
Independent Learning 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 Every Week 7.50
Total Hours 9.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_BHCPR_B Bachelor of Arts (Honours) Public Relations and Media 3 Mandatory
CW_BHCPR_D Bachelor of Arts in Public Relations and Media 3 Mandatory
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 1 Mandatory
CW_BBDMA_D Bachelor of Science in Digital Marketing with Analytics 1 Mandatory