Full Title:Marketing
Module Code:MRKT B7004
 
Credits: 5
Valid From:Semester 1 - 2019/20 ( September 2019 )
Module Delivered in 10 programme(s)
Module Description:no description provided
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Identify and explain the core elements of the marketing concept.
  2. Demonstrate knowledge and understanding of the nature of services and how they are marketed
  3. Explain the nature of and critically evaluate the interaction between the elements of the marketing mix.
  4. Apply the theories, principles and techniques of marketing to real world enterprises.
  5. Explore the nature of international marketing and the adaptations to marketing practice that may be required when a business operates internationally
 

Module Content & Assessment

Indicative Content
Marketing defined. Introduction to marketing theory and practice.
Understanding the needs of customers and serving those needs, competitively at a profit
The Marketing Environment
The environment refers to forces external to the firm that may affect its ability to develop and maintain success. These elements can individual or jointly determine the success or failure of the business
Buyer behaviour- consumer and organisation buyer behaviour
understand the reasons why people behave as the do in relations to marketer's offering or how they might behave in the future helps marketers to make decisions
Market Segmentation, Targeting and Positioning 5.
This process enables marketers to select the most profitable and viable customers to serve, to reach them with an offering that has a competitive advantage and to communicate a position that is clearly perceived.
Market Research and Market Information Systems
Marketers require information in order to make decisions about markets, customers, competitors and the marketing mix. The changing marketing environment requires new information and requires existing information to be brought up to date.
Developing the Marketing Mix
The extended marketing mix for services includes seven elements. these elements should be managed appropriately for specified target markets.
The Marketing of Services
Exploring the nature of services and examines how they are marketed
Assessment Breakdown%
Course Work100.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Written Report This report should take the form of a feasibility study or elements of a marketing plan that contains relevant material that facilitates the assessment of learning objectives 1 to 5 1,2,3,4,5 100.00 0 0 n/a 0
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 3.00 Every Week 3.00
Independent Study No Description 3.00 Every Week 3.00
Directed Reading No Description 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 2.00 Every Week 2.00
Independent Study No Description 3.50 Every Week 3.50
Directed Reading No Description 3.50 Every Week 3.50
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
Resources
Recommended Book Resources
  • Rogan, Donal 2011, Marketing, An Introduction for Irish Students, 4th Edition Ed., Gill and Macmillan
  • Marian Burk Wood 2010, Essentail Guide to Marketing Planning, 2nd Edition Ed., Prentice Hall [ISBN: 9780273725763]
Supplementary Book Resources
  • Gary Armstrong Philip Kotler 2012, Marketing An Introduction Global Edition, 11th Edition Ed., Prentice Hall, [ISBN: 9780273767183]
  • Dave Chaffey Fiona Ellis-Chadwick 2012, Digital Marketing Strategy Implementation & Practice, 5th Edition Ed., Prentice Hall [ISBN: 9780273746102]
  • Warren keegan Mark Green 2012, Global Marketing, 7th Edition Ed., Prentice Hall [ISBN: 9780273766711]
This module does not have any article/paper resources
Other Resources
  • n/a: European Journal of Marketing
  • n/a: Marketing Week
  • n/a: Journal of Marketing
  • n/a: Journal of Consumer Marketing
  • n/a: Marketing
  • n/a: Economist
  • n/a: Harvard Business Review
  • n/a: Business Week
  • n/a: Consumer Choice magazine
  • n/a: California Management Review
  • n/a: Sloan Management Review
  • n/a: Irish Marketing Review
  • n/a: Journal of Long Range Planning
  • n/a: Marketing Institute of Ireland publications
  • n/a: Websites
  • n/a: www.finfacts.ie
  • n/a: www.mii.ie
  • n/a: www.onllinemarketingtoday.com/
  • n/a: www.marketing.ie
  • n/a: www.adworld.ie
  • n/a: www.marketinginteractive.com/
  • n/a: www.marketingtoday.com
  • n/a: www.directmarketingmag.com
  • n/a: www.entrepreneur.com/

Module Delivered in

Programme Code Programme Semester Delivery
DK_BPROC_8 Bachelor of Arts (Honours) in Public Relations and Online Communication 4 Elective
DK_BPREL_7 Bachelor of Arts in Public Relations and Online Communication (Exit Award) 4 Elective
DK_HSEAE_7 Bachelor of Arts in Sport, Exercise and Enterprise 1 Mandatory
DK_BBSMA_D Bachelor of Business in Business and Management 1 Mandatory
DK_BCDFT_7 Certificate in Applied Business Development for Food Tourism 1 Mandatory
DK_BCSAM_6 Certificate in Sales and Marketing 1 Mandatory
DK_BBSMA_C(?) Higher Certificate in Business in Business and Management 1 Mandatory
DK_BBSIS_C Higher Certificate in Business in Business and Technology 1 Mandatory
DK_KCOMB_6 Higher Certificate in Science in Computing and Business 3 Mandatory
DK_ASEE_C Higher Certificate of Arts in Sport, Exercise and Enterprise 1 Mandatory