MRKT B8011 - Marketing

Module Details

Module Code: MRKT B8011
Full Title: Marketing
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 5
Module Owner:: Liz Englishby
Departments: Unknown
Module Description: The aim of this module is to give the student a comprehensive understanding of the principles of marketing theory and practice to apply these concepts to practical business situations
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Identify and explain the core elements of the marketing concept.
MLO2 Discuss the role of marketing in the attainment of business objectives
MLO3 Recognize the interaction between the elements of the marketing mix.
MLO4 Apply the theories, principles and techniques of marketing to real world situations.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Core Concepts of Marketing
Connecting with your customers and customer satisfaction - connecting through technology, connecting through relationships, , connecting globally.
Marketing Strategies
The big picture, how does it all fit together? Scanning the marketplace for opportunities. Developing competitive advantage.
Market Information and Market Research
Market Information and Market Research Market research defined. Why and how a venture should engage in the effort and the process of market research. Research methodology. Developing a questionnaire. Presenting the findings of research.
Targeting,Segmentation and Positioning
What is a market? Types of markets. Requirements for a market. What is segmentation and why do ventures need to do it? Methods and means of segmentation. Positioning of products in the marketplace. Advantages of segmentation.
Product, Pricing, Promotion and Distribution Strategies
Definitions. Classification of products - product life cycle, characteristics of a product, branding, packaging. The nature of price - price and non-price competition, pricing decisions and the factors which influence same. The role of promotion - the communication process, the promotion mix and its role in the development of the marketing/business plan. Digital Marketing. Marketing channels - functions of intermediaries, deciding on the best way to get your product to the marketplace.
Services Marketing
Unique characteristics of marketing , Extended marketing mix for services
Module Assessment
Assessment Breakdown%
Course Work20.00%
Final Examination80.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Class Test % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing S1 Week 8 Learning Outcome 1,3,4
Duration in minutes 0
Assessment Description
Students will complete an in class multiple choice exam / case study. This is an individual assessment.
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 80
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,4
Duration in minutes 0
Assessment Description
End-of-Semester Final Examination
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

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Directed Reading Non Contact Recommended chapers in text Every Week 3.00 3
Independent Study Non Contact CA Prep, revision of lecture material Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Directed Reading Non Contact No Description Every Week 3.00 3
Independent Study Non Contact No Description Every Week 4.00 4
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Kotler et al. (2019), Marketing, An Introduction, Pearson, [ISBN: 9781292200309].
  • Fahy, J; Jobber, D. (2015), Foundations of Marketing, 5th. McGraw Hill, [ISBN: 0077167953].
Supplementary Book Resources
  • Dibb, Simkin, Pride and Ferrell. (2019), Marketing Concepts & Strategies, 8th. Cengage, [ISBN: 1473760275].
  • Kotler, P, Armstrong, G. (2018), Principles of Marketing, 17th. Pearson, [ISBN: 978-013449251].
  • Gary Armstrong, Philip Kotler, Marc Oliver Opresnik. (2017), Principles of Marketing, 7th European Edition. Pearson, [ISBN: 978-0273-742].
  • Rogan, D. (2011), Marketing, An Introduction for Irish Students, 4th. Gill and MacMillan, [ISBN: 0717149811].
This module does not have any article/paper resources
Other Resources
  • European Journal of Marketing.
  • Marketing Week.
  • Journal of Marketing.
  • Journal of Consumer Marketing.
  • Marketing.
  • Economist.
  • Harvard Business Review.
  • Business Week.
  • Consumer Choice magazine.
  • California Management Review.
  • Sloan Management Review.
  • Irish Marketing Review.
  • Journal of Long Range Planning.
  • Marketing Institute of Ireland publications.
  • Websites.
  • www.finfacts.ie.
  • www.mii.ie.
  • http://ciber.bus.msu.edu/.
  • www.finfacts.ie.
  • www.mii.ie.
  • http://ciber.bus.msu.edu/.
  • www.marketing.ie.
  • www.adworld.ie.
  • www.idma.ie.
  • www.marketingtoday.com.
  • www.directmarketingmag.com.
  • www.adage.com.
  • website,
    http://www.slu.edu/e:
  • Website,
    http://www.tedtalks.com