Full Title:Marketing
Language of Instruction:English
Module Code:MRKT N8003
Credits: 7.5
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 2 programme(s)
Module Description:This module will introduce the learner to the fundamental themes in marketing and entrepreneurship with a particular emphasis on how the theoretical concepts are applied.
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Define marketing and explain how it can contribute to organizational performance
  2. Explain the dimensions of and influences on consumer behaviour and explain the marketing implications of these
  3. Explain ad hoc and continuous market research and explain the stages in the market research process
  4. Explain the rationale and methodologies used for market segmentation
  5. Define and explain the 7 elements (P's) of the marketing mix
  6. Explain the key promotional tools and their role in the overall promotional strategy

Module Content & Assessment

Indicative Content
Definitions and Organizational Performance
Various definitions of marketing will be explored and how markeitng can create and deliver customer value and support business performance. The scope of marketing and planning marketing activities will be examined.
Consumer Behaviour
The key questions in relation to cutomer buyer behaviour: Who, How, What, Where and When will be examined.
Market Research
The importance of market research will be determined and the different types studied. The approaches to conducting market research will be reviewed and the stages in the research process examined in some detail. Data analysis, interpretation and marketing information systems will be reviewed.
Market Segmentation
The process and methods of market segmentation will be reviewed. The criteria for successful segmentation will examined. Target marketing and strategies will then be studied.
Marketing Mix
The marketing mix for both profit and non-profit organiations including services is a key marketing activity. each of the elements of the mix: product, price, promotion, place, people, processes and physical evidence will be examimined. Next, how the marketing mix influences decision making and supports the strategic development of the business will be examined.
The key communication tools available to promote an organisation will be studied and how they might best be combined to form an effective promtional mix. This, in turn, will lead to the development of a promotional campaign using researched models.
Assessment Breakdown%
Course Work50.00%
End of Module Formal Examination50.00%
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

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
Directed Reading No Description 40.00 Once per semester 2.67
Independent Study No Description 40.00 Once per semester 2.67
Total Weekly Learner Workload 8.33
Total Weekly Contact Hours 3.00
This course has no Part Time workload.
Recommended Book Resources
  • Jobber, D., and Fahy, J. 2012, Foundations of Marketing, 4 Ed., McGraw-Hill Education London [ISBN: 077-137019]
  • Kotler, P., and Armstrong, G. 2010, Principles of Marketing, 13 Ed., Pearson Education London [ISBN: 978-0-13-700669-4]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
DK_NHAPA_8 Bachelor of Science (Honours) in Health and Physical Activity 3 Mandatory
DK_NHAPA_8X7 Bachelor of Science in Health and Physical Activity (Exit Award) 3 Mandatory