MKTG H3428 - Marketing for Design (Pending Approval)

Module Title:Marketing for Design (Pending Approval)
Credits: 10
NFQ Level:7
Module Delivered In No Programmes
Teaching & Learning Strategies: Learners will be exposed to theory and practice of 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 with particular emphasis on the importance of the role of marketing in product innovation and design. Students 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.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Define the concept of Marketing and it’s role in the new product design process.
LO2 Assess the Marketing Environment of a business and it’s implications for product innovation, business and marketing strategy.
LO3 Discuss the nature of Buyer Behaviour and Market Segmentation
LO4 Utilise market research techniques to support new product development and marketing mix strategy that are customer focused.
LO5 Formulate and present a Marketing Strategy for a product
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
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
The Marketing Environment
Market Analysis - macro and micro environment, Porters 5 Competitive Forces; SWOT analysis
Understanding Consumer Behavior
Characteristics of Consumer Markets; The consumer decision making process and influences; The impact of the digital environment on consumer behaviour
Target Marketing and Positioning
Segmentation; Targeting; Positioning and Repositioning
Market Research and Information Systems
The Marketing Information System; Consumer Insights; The Marketing Research Process; Market Research methods - Qualitative and Quantitative techniques
The Marketing Mix -Product
Classification; 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
Strategic Marketing and the Marketing Plan
Strategic Planning; The Marketing Plan
Assessment Breakdown%
Continuous Assessment50.00%
Project50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Learners will be required to research a market, report on market trends and prepare a segmentation analysis of the market and create customer personas 2,3 20.00 Week 7
Written Report Learners will be required to conduct market research using sound market research techniques 4 30.00 n/a
Project
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Learners will create a customer focused marketing campaign based on sound market research. Learners will present for interview and submit a showcase of years’ work and reflect on their learning 1,2,3,4,5 50.00 n/a
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: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture 30 Weeks per Stage 2.00
Practicals 30 Weeks per Stage 1.00
Estimated Learner Hours 30 Weeks per Stage 3.67
Total Hours 200.00