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:
This module aims to provide an understanding of the key concepts and terminology of marketing. The module provides the knowledge and understanding of the concepts of marketing as well as their application in context. Specifically, the concepts of the marketing environment, consumer behaviour, marketing research, segmentation, targeting, positioning and the marketing mix will be outlined.
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
Identify the various stages in the market research process.
LO4
Outline and recommend segmentation, targeting and positioning strategies for businesses.
LO5
Explain how to manage the marketing mix.
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
• Advertising
• Direct Marketing
• Sales Promotion
• Public Relations
• Integrated Marketing Communications
• Steps in a promotional campaign
Digital Marketing
• Introduction to digital marketing
• Email marketing
• Social media and online engagement
• Website design/optimisation
• Search engines marketing
• Mobile marketing
Personal Selling
• Sales management
• The selling process
• Negotiation
Distribution
• Types of Distribution Channels
• Channel Strategy
• Retailing
Assessment Breakdown
%
Continuous Assessment
40.00%
End of Module Formal Examination
60.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Written Report
Written Assessment: Examination of a particular company’s market orientation, environment, consumer behaviour and marketing research processes.
1,2,3
20.00
n/a
Presentation
Present verbally and in written form a segmentation, targeting and positioning strategy for a particular brand.
4
20.00
n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Formal Exam
Final Exam
5
60.00
End-of-Semester
SETU Carlow Campus reserves the right to alter the nature and timings of assessment