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Parent Programme
Bachelor of Business
MODULE NFQ
Level 6
MODULE CREDIT UNITS
ECTS: 5
MODULE TITLE
Marketing
Reference Code: BB6 612
STAGE
Year 2
Spring Semester 1
12 Weeks Full-Time X 3.15 Hours per week
12 Weeks Part-Time X 1.75 Hours per week

Marketing Module

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

Marketing 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 

Marketing and Society:

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

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Explain the core marketing theories, principles and concepts.
LO 2
Discuss the role of market segmentation, targeting and positioning.
LO 3
Outline the importance of a customer focused strategy for the long-term success of an organisation.
LO 4
Outline the ethical and social responsibility issues which arise in marketing today.
LO 5
Discuss how to undertake basic research and marketing planning to inform marketing decision making.

Assessment

MIMLOs
Assessment
Percentage
1, 2, 3, 4, 5
Project
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 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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