Principles of Marketing

Transcription

1 Title: Long Title: Principles of APPROVED Principles of Module Code: H9FUMRK Credits: 10 NFQ Level: LEVEL 9 Field of Study: and advertising Module Delivered in no programmes Module Coordinator: MICHAEL BANE Module editor: MICHAEL BANE Module Description: The aim of this module is to provide students with a comprehensive knowledge of contemporary marketing theory and practice, as well as, instil an appreciation of the necessity for committed marketing orientation in current business practice in order to respond to the major managerial and strategic issues encountered in commercial and not-for-profit organisations. Learning Outcomes On successful completion of this module the learner will be able to: LO1 LO2 LO3 LO4 LO5 LO6 LO7 LO8 Assimilate the historical development of marketing, as well as demonstrate a comprehensive understanding of contemporary marketing thought and practice. Critically contemplate the role that marketing plays as a organizational function, its interrelationships with other organizational functions and its role within modern institutions Develop a comprehensive and insightful appreciation of the management and application of the fundamental tools and processes of marketing. Critique the contribution of marketing to consumer choice, exchange and meaning in society Instil an appreciation of marketing ethics and societal marketing principles, encouraging learners to develop an insightful and discerning outlook with regards to current marketing practice. Synthesize, critically evaluate, select and apply appropriate marketing theories, models and concepts to a range of contemporary business issues. Demonstrate junior executive level proficiency in business problem solving, executing intermediate level market research, as well as develop their interpersonal communication and teamwork skills Implement a broad range of inter-disciplinary and transferable skills and capabilities required at the junior level of commercial and/or non commercial practice Pre-requisite learning Module Recommendations This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI 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 Requirements This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section. No requirements listed

2 Module Content & Assessment Indicative Content Foundational Concepts of Evolution of the Thought, Post-modernism and Society The Development of Societal and Ethical Consumption Contemporary Issues and Challenges for Marketers Analysing Markets Environmental Scanning Research and Market Information Systems Consumer and Business Buyer Behaviour The Segmentation Process Approaches to the Segmentation Process Targeting Strategies Positioning for Competitive Advantage Product and Service Decisions Introduction to Product Introduction to Services Branding, Packaging and Labelling Product Portfolio Management Product Life Cycle Management Pricing Decisions Introduction to Pricing Approaches to Pricing Pricing Challenges for Marketers Communications Integrated Communications Setting the Promotional Budget Advertising Public Relations Sales Promotion Personal selling Direct. Distribution and Logistics Management Introduction to Distribution Distribution Channel Structures Channel Design and Management Planning & Strategy Principles o Audit o Core Strategies o Competitive Strategies o Organisation, Implementation & Control Assessment Breakdown % Coursework 50.00% End of Module Assessment 50.00% Full Time Coursework Assessment Type Assessment Description Outcome addressed % of total Assessment Date Assignment Learners will be presented with a contemporary marketing issue and/or case study, which will entail an extensive review of relevant academic literature, conducting appropriate market research at both desk and primary level, as well as, synthesise and critique of applicable marketing knowledge pertaining to same. 1,2,3,4,5,6,7, n/a End of Module Assessment Assessment Type Assessment Description Outcome addressed % of total Assessment Date Terminal Exam End-of-Semester Final Examination 1,2,3, End-of-Semester No Workplace Assessment NCIRL reserves the right to alter the nature and timings of assessment

3 Module Workload Workload: Full Time Workload Type Workload Description Hours Frequency Average ly Learner Workload Lecture No Description 2 Every Tutorial No Description 1 Every Total Hours 3.00 Total ly Learner Workload 3.00 Total ly Contact Hours 3.00 Workload: Part Time Workload Type Workload Description Hours Frequency Average ly Learner Workload Lecture No Description 3 Every 3.00 Total Hours 3.00 Total ly Learner Workload 3.00 Total ly Contact Hours 3.00

4 Module Resources Recommended Book Resources Baines, P., Fill, C. & Page, K., (2008),, Oxford University Press., na Supplementary Book Resources Jobber, D. & Fahey, J. (2009), Foundations of, 3rd Edition, McGraw Hill, na Stone, M.A, & Desmond, J., (2007), Principles of, 1st Edition, Routledge., n/a Armstrong, G., Kotler, P., Harker, M. & Brennan, R., (2009), Introduction to, Prentice Hall., n/a Baker, M., (2007), The Book, 6th Edition, Butterworth Heinemann., n/a Baker, M., (2000), Theory, A Student Text, Thompson., n/a Brassington, F., & Pettitt, S., (2006), Principles of, 4th Edition, Prentice Hall., n/a Kotler, P., Armstrong, G., Wong, V. & Saunders, J., (2004), Principles of, European Edition, Prentice Hall., n/a Blythe, J., (2008), Essentials of, 4th Edition, Prentice Hall., n/a Rogan, D., (2007), : An Introduction for Students in Ireland, 3rd Edition, Gill & Macmillan., n/a Klein, N., (2004), No Logo, Picador, n/a Walker, R., (2008), I m With the Brand: The Secret Dialogue Between What We Buy and Who We Are, Constable Publishing, n/a Heath, J. & Potter, A. (2006), The Rebel Sell: How the Counter Culture Became Consumer Culture, Capstone., n/a Ries, A. & Trout, J, (2001), Positioning: The Battle for Your Mind, 2nd edition, McGraw-Hill Professional., n/a This module does not have any article/paper resources This module does not have any other resources

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