Short Title:Marketing
Full Title:Marketing
Language of Instruction:English
Module Code:MKTG H2014
 
Credits: 5
Field of Study:Management and administration
Module Delivered in 6 programme(s)
Reviewed By:Christine Nangle
Module Author:ELIZABETH DOWNES
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 making.
LO2 Describe market research and how technology is used to undertake market research.
LO3 Demonstrate a basic understanding of strategic marketing decision processes in particular evaluating the external marketing environment and applying segmentation, targeting and positioning strategies.
LO4 Describe each element of the marketing mix (Product/Price/Place/Promotion) and apply case study examples to marketing mix decisions.
LO5 Describe the key challenges / trends in marketing today.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment The continuous assessment will typically take the form of an individual or group project or in-class assessment that will assess the student’s appreciation of theory and practical application of marketing fundamentals 1,2,3,4,5 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 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 Reading/Study 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
This module has no Part Time workload.
 

Module Resources

Required Book Resources
  • Dibb, S., Simkin, L., Pride, W., Ferrell, O. 2016, Marketing concepts and Strategies, 7th ed Ed., 24, Cengage United Kingdom [ISBN: 1-4737-2512-6]
Recommended Book Resources
  • Kotler, P., Armstrong, G. 2018, Principles of Marketing, 17th ed Ed., 20, Pearson Harlow, UK [ISBN: 978-013308404]
  • Charles W. Lamb,Joe F. Hair,Carl McDaniel 2015, MKTG 9, 9th ed Ed., Cengage UK [ISBN: 1-285-86016-0]
This module does not have any article/paper resources
Other Resources
  • WARC Library database: WARCMarketing trends & cases
  • Daily news feeds on company marketing activites: NY Times/ SBP/ Irish Times / Inc 2018, Relevant case / marketing news
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAACC_B Bachelor of Business (Honours) in Accounting & Finance 3 Mandatory
TA_BAMNG_B Bachelor of Business (Honours) in Management 4 Mandatory
TA_BITNL_B Bachelor of Business (Hons) International Business 3 Elective
TA_BAACC_D Bachelor of Business in Accounting & Finance 3 Mandatory
TA_BAMNG_D Bachelor of Business in Management 4 Mandatory
TA_BADMN_C Higher Certificate in Business in Business Administration 4 Mandatory