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Parent Programme
Bachelor of Business Level 7 NFQ
NFQ Level & Reference
Level 6 / Ref: M2.8
Duration
12 Weeks X 2.5 Hours per week
MODULE TITLE
Marketing
STAGE
2
Module Credit Units
ECTS: 5

Marketing Module

Introduction to Marketing

This Marketing module will provide the knowledge, skills and what is involved in the broad decisions about who the company wants as its customers, which needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive, and what partnerships to develop.  The marketing department cannot build profitable customer relationships by itself and must thus work closely with other departments in the company and with other organisations throughout its entire value-delivery system to create superior customer value and satisfaction. This module aims to give the learner in-depth knowledge of marketing theory, principles, processes and techniques, and their application in business and not-for-profit organisations.

Indicative Syllabus Content

Marketing Theory, Principles and Concepts

  • Definition of marketing, historical development of the concept, importance of marketing, marketing mix, environment and competitor analysis

Marketing Research and Marketing Planning

  • Approaches to conducting marketing research, types of research, and the marketing planning framework

Consumer Behaviour

  • Factors influencing consumer decision-making, stages of consumer decision-making process
  • Market Segmentation, Targeting and Positioning

The Product Dimension

  • Product characteristics and classifications
  • Product lifecycle; Branding

The Place Dimension

  • Nature of marketing channels
  • Role, function and selection of intermediaries
  • Retailing and wholesaling

The Promotion Dimension

  • The promotions mix
  • The communications process
  • Role of an Integrated Marketing Communications plan

The Pricing Dimension

  • Role of pricing; Methods of setting prices
  • Factors affecting pricing decisions; pricing strategies

Marketing Information analysis

  • Introduction to market research and its role in marketing
  • The market research process; Marketing information systems
  • The role of AI in the Marketing function

Marketing and Society

  • Marketing ethics; legal aspects of advertising; The concept of Corporate Social Responsibility and Sustainable marketing

Branding

  • Branding strategy is to create brands that are differentiated from the competition, thereby reducing the number of perceived substitutes in the marketplace, increasing price elasticity, and improving profits

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
MIMLO1
Assess the benefits of market segmentation and position an offer for maximum competitive advantage.
MIMLO2
Discuss how consumer decision making varies with types of buying decision.
MIMLO3
Explain the core marketing theories, principles and concepts.
MIMLO4
Discuss the role of AI in market segmentation, targeting and positioning.
MIMLO5
Outline the importance of a customer focused strategy for the long-term success of an organisation.
MIMLO6
Outline the ethical and social responsibility issues which arise in marketing today utilising basic research and marketing planning to inform marketing decision making.

Assessment

MIMLOs
Assessment
Percentage
1, 2, 3, 4, 5, 6
Continuous Assessment: Readings and summaries, practices, participation and in class activities
100%

Reassessment Opportunity

Where the combined marks of the assessment and examination do not reach the pass mark the learner will be required to repeat the element of assessment that they failed. Reassessment materials will be published on Moodle after the Examination Board and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Aims & Objectives

This Marketing module aims to give the learner in-depth knowledge of marketing theory, principles, processes and techniques, and their application in business and not-for-profit organisations.

  • Understand the marketing process and what forces are impacting on this process in contemporary society.
  • Understand the techniques of planning and managing the marketing function in an increasingly digital environment.
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