Short Title:Marketing
Full Title:Marketing
Module Code:MKTG H2018
 
Credits: 5
NFQ Level:6
Field of Study:Management and administration
Module Delivered in 3 programme(s)
Reviewed By:PHIL MULVANEY
Module Author:MARTIN NOLAN
Module Description:The aim of this module is to enable the student to gain an appreciation of theory and practical application of marketing fundamentals. It uses a combination of text concepts, application processes and cases to develop students understanding of the marketing environment. In addition, the module aims to structure their thinking when analyzing a commercial situation and enable students to cover the major issues when undertaking a review of marketing activity.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Demonstrate the value and importance of having a customer orientation and understand the impact of buyer behaviour in marketing decision.
LO2 Describe each element of the marketing mix and use example to illustrate understanding
LO3 Recall and apply the key elements in a marketing plan
LO4 Acquire analytical problem solving skills to competently deal with marketing case problems.
LO5 Demonstrate an awareness of strategic marketing decision processes.
LO6 Explain and discuss the impact of the digital environment on marketing activity
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) %
Customer Importance
Review of the importance of customer orientation and the notion of marketing as a philosophy; delivering customer satisfaction through quality; service and satisfaction
20.00%
Marketing Information Systems
Continuous and ad hoc systems; Market research; steps; problem definition; research design; research objectives; secondary research; primary research; data acquisition; analysis and presentation
20.00%
Elements of marketing mix
Analytical decision making on product; price; place and promotion. Stages in marketing plan
20.00%
Analysis of market
Segmentation ; targeting and positioning; use of matrix analysis; methods to breakdown a market
20.00%
Digital Delivery
Technology impact on marketing activity, including, mobile communication, digital delivery, social networking.
20.00%
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project The continuous assessment will typically take the form of an individual or group project that will assess the student’s appreciation of theory and practical application of marketing fundamentals   30.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5,6 70.00 End-of-Semester

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 Class Based Instruction 3.00 Every Week 3.00
Independent Learning Time Reading 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 Class Based Instruction 2.00 Every Week 2.00
Independent Learning Time Reading 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Donal Rogan, 2011, Marketing: An Introduction for Students in Ireland [ISBN: 9780717149810]
Recommended Book Resources
  • Philip Kotler, Gary Armstrong,, Principles of Marketing, 14 Ed., Prentice Hall [ISBN: 9780132167123]
Required Article/Paper Resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMNG_B Bachelor of Business (Honours) in Management 4 Mandatory
TA_BAMNG_D Bachelor of Business in Management 4 Mandatory
TA_BADMN_C Higher Certificate in Business in Business Administration 2 Mandatory