MKTG C3804 - Contemporary Marketing Practice

Module Title:Contemporary Marketing Practice
Language of Instruction:English
Credits: 5
NFQ Level:7
Module Delivered In 5 programme(s)
Teaching & Learning Strategies: 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
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
Consumer Insight Generation and Application
Marketing Information Systems & Consumer Insight Generation • Marketing Research Process – Qualitative & Quantitative Analysis
Application of Segmentation, Targeting and Positioning
Application of Segmentation, Targeting, Brand Essence, Key Brand Benefit and Positioning Processes
Marketing Mix: Promotion & Integrated Marketing Communications
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
Marketing Planning and Strategy
Practical tools and models to formulate & present a robust Marketing Strategy
Marketing Specialisms & Careers in Marketing
Exploration of specialisms and careers in Marketing including, Services Marketing, B2B Marketing, Global Marketing & Non-Profit Marketing
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Primary Research including Observation, Focus Group, In-Depth Interviews & Survey, create a Consumer Insights Report for an assigned brand 1,2 40.00 n/a
Project Based on an assigned brand, create and present a Marketing Strategy and Plan 2,3 60.00 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


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 3.00
Independent Learning Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Every Week 7.50
Total Hours 9.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_DPCCS_B Bachelor of Arts (Honours) in Content Creation and Social Media 6 Group Elective 3
CW_BHCPR_B Bachelor of Arts (Honours) Public Relations and Media 4 Mandatory
CW_BHCPR_D Bachelor of Arts in Public Relations and Media 4 Mandatory
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 2 Mandatory
CW_BBDMA_D Bachelor of Science in Digital Marketing with Analytics 2 Mandatory