MGMT06040 2016 Introduction to Business (Mangement and marketing)
This module aims to develop an understanding of the fundamental concepts, theories and practices of business management and marketing and the role of marketing in business.
On completion of this module the learner will/should be able to;
Outline the role of management theory in today's changing business climate.
Describe and demonstrate knowledge of the key management processes - planning, organising, leading, and controlling.
Describe the forces in the business and marketing environment and how organisations can respond to these forces.
Describe the market segmentation process and demonstrate an understanding of its impact on competitive advantage.
Understand the components and processes involved in the framing of a marketing mix.
Explain the general principles underlying the management of services and the role of marketing in the service and not-for-profit sectors
Teaching and Learning Strategies
Lecture, Class discussion, readings, applied projects, case studies
Module Assessment Strategies
Case Studies, Applied projects, Multiple Choice Quizzes, Written Exams
Repeat final examination and any failed continuous assessment elements
1. Introduction to Management
- · Overview of the management process
- · Areas and levels of management
- · Roles of Management
- · Skills in management
- · Characteristics of effective managers
- · Contemporary management challenges
2. The History of Management Theory
- · The role of history in management
- · Classical approaches
- · Modern approaches
3. The Key Management Processes
- · Planning (types of plans; planning process)
- · Organising (purpose of organising; organisational structure; organisational principles; recent trends)
- · Leading (understand leadership theories in management)
- · Controlling (the control process; types of control; characteristics of effective control)
4. The History and Evolution of the Marketing Discipline.
- · The role of marketing in society
- · Differentiate between the five business orientations
5. The Business and Marketing Environment.
- · Examine the forces in the Macro and Micro Environment that impact on organisations
6. Market Segmentation, Targeting and Positioning Strategies.
- · Identify the levels of market segmentation
- · Understand the bases for segmentation
- · Outline the role of target marketing and positioning for competitive advantage
7. The Marketing Mix – Product, Price, Promotion and Place
- · Discuss what a product and service is
- · Understand the marketing considerations for each stage of the Product Life Cycle
- · Describe the functions of packaging
- · Discuss New Product Development and Diffusion of an Innovation
- · Discuss what a price is and common pricing mistakes
- · Examine pricing strategies and the factors affecting pricing decisions
- · Introduce the marketing communications mix
- · Marketing Channels and Logistics Management.
8. Service Marketing and the Non-Profit Sector.
- · Describe the characteristics of a service
- · Outline the role of service quality and customer care procedures
- · Explain the need for a marketing orientation in non-profit organisations
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Applied Project||Continuous Assessment||Assignment||25 %||Week 10||1,2,3,4,5,6|
|2||MC Quizzes||Continuous Assessment||Multiple Choice||15 %||OnGoing||1,2,3,4,5,6|
End of Semester / Year Assessment
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Final Examination||Final Exam||Closed Book Exam||60 %||Week 15||1,2,3,4,5,6|
Part Time Mode Workload
|Independent Learning||Not Specified||Independent Learning||5||Weekly||5.00|
Required & Recommended Book List
2013-09-13 Modern Management: Theory and Practice for Students in Ireland Gill & Macmillan Ltd
ISBN 071715632X ISBN-13 9780717156320
Updated edition of this authoritative introduction to management, incorporating theory and practice, with emphasis on the changed Irish and global business environments. * Extensively revised, this edition includes: * historical and recent developments in the Irish business sector, supported by new data, trends, legislation and policy * emphasis on the role of ethics in business and management today, with specific reference to Irish case studies * the changed global business environment; its challenges and impact * an introduction to change management, its pivotal link with innovation, and it's strategic role in a rapidly changing business environment. * Includes many new case studies, vignettes and bestpractice examples, reflecting today's workplace in a variety of industries and sectors. * Provides practical information and examples in how to apply management theory in a changing and challenging work environment. * Engaging examples as well as skill-building and application exercises in each chapter help students understand and apply basic management principles. Written For: Management courses at diploma or degree level, and professional examinations with a management module
2011-05-13 Marketing: An Introduction for Students in Ireland Gill & Macmillan Ltd
ISBN 0717149811 ISBN-13 9780717149810
The fourth edition of this successful and well-established textbook provides an introduction to marketing theory, supported by examples of Irish and international marketing best practice. *New to this edition: * Completely updated perspectives on marketing theory and practice * Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline * New and updated case studies including the Love Irish Food Initiative, the Community Games Movement, Tayto, Flahavan's Porridge and Dubarry Footwear * Analysis of the changes that have taken place in the Irish marketing environment * Emphasis on the challenges that will face Irish marketers in coming years * A customer-centric approach to marketing is presented as the basis for making key decisions Additional resources for lecturers include: PowerPoint slides Multiple choice questions with answers Short questions with answers Case study teaching notes A 'Design a Questionnaire' exercise with answer Advertisement images and statistics tables from the text SUITABLE FOR - First and Second year business students at third level - Students taking a marketing module as part of any other course
Siobhan D. Tiernan, 2013 Modern Management: Theory and Practice for Students in Ireland Gill & Macmillan Ltd
ISBN-10 071715632X, ISBN-13 9780717156320
Donal Rogan, 2011 Marketing: An Introduction for Students in Ireland Gill & Macmillan Ltd
ISBN-10 0717149811, ISBN-13 9780717149810