Learners will be introduced to Marketing theory through exposure to and the study of, academic materials and industry practice materials. Class delivery will be tutorial in nature where learners will be expected to actively engage with module materials, practical tasks, class discussion and debates.
Module Aim:
The aim of this module is to provide the learner with an understanding of the core marketing concepts, theories and principles in a digital era. It will include topics such as environmental analysis, industry, competitor analysis and a basic overview of marketing mix components such as pricing, distribution, product and promotion (both traditional and digital marketing communication). The learner should 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
Explain the theories underpinning marketing and how these are applied in practice.
LO2
Apply the basic principles of marketing information and research to a marketing problem.
LO3
Complete an assessment of a brand’s current marketing strategy and its marketing environment.
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
1. 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
2. The 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
3. Customer Buying Behaviour
Consumer decision making process • Factors affecting Consumer Behaviour and impact of Digital Environment
4. Marketing Information Systems & Consumer Insights
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
Assessment Breakdown
%
Project
100.00%
No Continuous Assessment
Project
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Based on an assigned brand, conduct a Marketing Audit
1,2,3
50.00
Week 6
Project
Based on an assigned brand, conduct a Market Assessment
1,2,3
50.00
Week 12
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment