Short Title:Marketing
Full Title:Marketing
Module Code:MKTG H1018
 
Credits: 5
NFQ Level:6
Field of Study:Marketing and advertising
Module Delivered in 8 programme(s)
Reviewed By:ADRIAN PAYNE
Module Author:Donal Rogan
Module Description:This module aims to provide students with a fundamental understanding of the core marketing principles. This knowledge will provide the foundations upon which a variety of marketing theories and concepts can be explored.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Demonstrate an understanding of the main theories, concepts and knowledge that underpin marketing.
LO2 Demonstrate an understanding of the role of marketing in organisations and society, and its relationship with other management functions.
LO3 Identify and apply specific marketing tools for problem solving.
LO4 Identify the essential elements for effective marketing practice.
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) %
Introduction
Introduction: The nature of marketing; marketing defined; the social nature of marketing; the role of marketing in enterprise development.
10.00%
The Marketing Environment
The marketing environment: The firm’s macro and micro environmental forces from both Irish and global perspectives will be explored.
20.00%
Market Segementation, targeting and positioning
Market segmentation, targeting and positioning: The segmentation, targeting and positioning process; bases for segmentation; target marketing; positioning strategies
20.00%
The Marketing Mix
The marketing mix: Product and branding decisions; new product development; pricing decisions; marketing communications; marketing channels
50.00%
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment This can be an in-class short answer type of exam or a paper on a current marketing issue.   10.00 n/a
Continuous Assessment Working in groups of two to three, the students will undertake a piece of research which involves identifying key marketing issues and making recommendations as to how particular problems and/or opportunities might be addressed. The results of this exercise will be presented.   20.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination   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 The theory and practice of marketing 3.00 Every Week 3.00
Independent Learning Reading, reflection and case study analysis 6.00 Every Week 6.00
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 The theory and practice of marketing 2.00 Every Week 2.00
Total Weekly Learner Workload 2.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Donal Rogan, 2011, Marketing: An Introduction for Students in Ireland, 4th ed Ed., Gill and Macmillan Dublin [ISBN: 9780717149810]
Recommended Book Resources
  • Fahy, J. and Jobber, D. 2012, Foundations of Marketing, 4th ed Ed., Mc Graw Hill London [ISBN: 9780077137014]
This module does not have any article/paper resources
Other Resources
  • Various: Newspaper articles and on-line material
  • Video case studies: n/a
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 2 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 2 Mandatory
TA_BAACC_B Bachelor of Business (Honours) in Accounting & Finance 4 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 2 Mandatory
TA_BAACC_D Bachelor of Business in Accounting & Finance 4 Mandatory
TA_BAMKT_D Bachelor of Business in Marketing 2 Mandatory
TA_BACCT_C Higher Certificate in Business in Accounting 4 Mandatory
TA_BMKTG_C Higher Certificate in Business in Marketing 2 Mandatory