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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

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.

Marketing

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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