Short Title:European Business 2
Full Title:European Business 2
Module Code:MKTG H1093
Credits: 5
NFQ Level:6
Field of Study:Political Science and civics
Module Delivered in 1 programme(s)
Module Author:DAMIEN ROCHE
Module Description:The aim of this module is to familiarize students with the key aspects of European marketing theory and practice and to develop their ability to analyse and interpret the competitive marketing environment.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 discuss the marketplace and customer needs
LO2 interpret the social criticisms of marketing and business actions towards socially responsible marketing
LO3 analyse a marketing plan and conduct a SWOT analysis
LO4 analyse the marketing environment at macro and micro level
LO5 interpret the characteristics affecting consumer behaviour
LO6 analyse and interpret marketing research
LO7 discuss the role of market segmentation and positioning
LO8 describe product and branding strategy
LO9 discuss the considerations involved in new product development and product life cycle strategies
LO10 describe the marketing approach to services
LO11 discuss the global marketplace
Pre-requisite learning
Co-requisite Modules
No Co-requisite modules listed

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change) %
Marketing defined
understanding the marketplace and customer needs.
The marketing environment
the company's microenvironment the company's macroenvironment demographic, economic and natural environment
Consumer Behaviour
cultural, social,personal and psychological factors
Marketing Research
assessing marketing information needs the research plan analsying marketing information
Market segmentation and positioning
market segmentation market targeting applying the concepts
Product and brand strategy
product decisions building strong brands
New product development and product life cycle strategies
the new product development process managing new product development product life cycle strategies
Services Marketing
nature and characteristics of a service marketing strategies for service firms marketing in non profit firms
The global marketplace
looking at thw global marketing environment deciding whether to go international deciding which markets to enter deciding how to enter the market emerging markets
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Assignment Students are rqeuired to write an essay with a minimum of 2,500 words and a maximum of 3,000 words on a choice of 6 topics. This allows students to choose a topic in which they have a special interest 1,2,4,7,10,11 30.00 Week 11
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5,6,7,8,9,10,11 70.00 End-of-Semester
Reassessment Requirement
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.

IT Tallaght reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture lecture on selected topic 3.00 Every Week 3.00
Total Weekly Learner Workload 3.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Independent Learning Time Reading of articles on Moodle and independent research 6.00 Every Week 6.00
Total Weekly Learner Workload 6.00
Total Weekly Contact Hours 0.00

Module Resources

Required Book Resources
  • Philip Kotler (Other Contributor) 2008, Principles of Marketing, 5th European Edition Ed., Chapters 1 to 20, Prentice Hall United Kingdom [ISBN: 9780273711568]
Recommended Book Resources
  • Michael Solomon... [et al.] 2007, Consumer behaviour a European perspective, 3rd Ed. [ISBN: ISBN 0273714724]
  • Jim Blythe, Phil Megicks, 2010, Marketing Planning, 1st edition Ed., Financial Times London United kingdom [ISBN: 978-0273724711]
This module does not have any article/paper resources
Other Resources
  • http;// European Unionn/a

Module Delivered in

Programme Code Programme Semester Delivery
TA_HEURS_B Bachelor of Arts (Honours) in European Studies 2 Mandatory