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:
To develop a student’s knowledge of marketing concepts and their applications.
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
Outline the various stages in the market research process.
LO4
Explain and analyse the segmentation, targeting and positioning strategies.
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
Explanation and illustration of a case study company's market orientation as well as an analysis of its consumers and its environment.
1,2
50.00
n/a
Project
Development of a basic research plan and associated research tool. Illustration of a case study company's approach to segmentation, targeting and positioning.
3,4
50.00
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