Learners will be exposed to contemporary marketing practice through the exposure to and 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 and to participate in class discussion and debate.
Module Aim:
The aim of this module is to provide the learner with an opportunity to practically apply the principles of marketing in a digital era. The learner should be able to identify and develop customer focused solutions to marketing problems.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Generate customer insights using primary research methods
LO2
Apply the principles of Market Segmentation, Targeting and Positioning
LO3
Recommend an appropriate marketing mix to form a cohesive & integrated strategy to address a given marketing problem
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.
Management
Module Content & Assessment
Indicative Content
1.Consumer Insights (2)
Marketing Information Systems & Consumer Insights (2) • Marketing Research Process – Qualitative & Quantitative Analysis
2.Market Segmentation, Targeting & Positioning
Application of Segmentation, Targeting and Positioning Processes
3. Marketing Mix: Product, Price & Place
Product Classification & Brand Management • New Product Development: Diffusion of an Innovation, Product Life Cycle, Boston Consultancy Group & Ansoff Matrix • Factors impacting on pricing decisions • Pricing strategies • Distribution channels • Supply chain Management • Shopper Marketing • Category Management
Formulating an Integrated Marketing Communications Plan using Owned, Earned and Paid Media • Advertising & Personal Relations • Personal Selling & Sales Promotion • Direct, Online, Social Media & Mobile Marketing • Impact of Technology on the IMC strategy • Regulation & Ethics • Emerging Digital Marketing Trends
5. Marketing Planning & Strategy
Practical tools to formulate & present a robust Marketing Strategy
6. Marketing Specialisms & Careers in Marketing
Exploration of specialisms and careers in Marketing including, Services Marketing, B2B Marketing, Global Marketing & Non-Profit Marketing
Assessment Breakdown
%
Project
100.00%
No Continuous Assessment
Project
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Through Primary Research including Observation, Focus Group, In-Depth Interviews & Survey, create a Consumer Insights Report for an assigned brand
1
40.00
Week 6
Project
Based on an assigned brand, create and present a Marketing Strategy
2,3
60.00
Week 12
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment