MKTG06018 2016 Marketing for Administrators

General Details

Full Title
Marketing for Administrators
Transcript Title
Marketing for Admin
N/A %
Subject Area
MKTG - Marketing
BUS - Business
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Clodagh Crowe, Paul McWeeney, Denise Lowe, Angela Bartlett
Programme Membership
SG_BOFFI_C06 201900 Higher Certificate in Business in Business in Office Administration SG_BADMN_B07 202100 Bachelor of Business in Business Administration L7 SG_BOFFI_C06 202100 Higher Certificate in Business in Business in Office Administration

This module provides a foundation in the principles of marketing and an understanding of the role of marketing in an office ecvironment.

Learning Outcomes

On completion of this module the learner will/should be able to;


Differentiate between the five main business orientations and appreciate the evolution of modern marketing practices in society.


Describe and discuss the forces in the marketing environment and how organisations can respond to these forces.


Assess the benefits of market segmentation and understand how to position an offer for maximum competitive advantage.


Evaluate the components and processes involved in the framing of a marketing mix.


Explain the general principles underlying the management of services.


Appreciate the significance of corporate social responsibility and ethical marketing behaviour.


Explain the key components of a typical marketing plan

Teaching and Learning Strategies


In class discussion

Role play

Module Assessment Strategies

Final Exam 70%

Continuous Assessment 30%

Repeat Assessments

Repeat assessments of this module will consist of a repeat examination and/or repeat coursework.

Indicative Syllabus

1. The History and Evolution of the Marketing Discipline.

  • The role of marketing in society
  • Differentiate between the five alternative concepts of marketing

2. The Marketing Environment.

  • Examine the forces in the Macro and Micro Marketing Environment that impact on organisations

3. 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

4. Product, Services and Branding

  • 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

5. Pricing Strategy.

  • Discuss what a price is and common pricing mistakes
  • Examine pricing strategies and the factors affecting pricing decisions

6. Marketing Communications

  • Introduce the marketing communications mix (including social media)

7.  Service Marketing.

  • Describe the characteristics of a service
  • Explain the additional 3 P's in the marketing of services.

8. Corporate Social Responsibility and Ethical Behaviour.

  • Be familiar with current practices towards corporate social responsibility

9. Marketing plan out line

  • Explain the key components of a typical marketing plan outline

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment individual and/or group assessment Continuous Assessment Assessment 30 % OnGoing 1,2,3,4,5,6,7
2 Multiple choice Formative Multiple Choice - % OnGoing
3 Role play Formative Assignment - % OnGoing
4 Short questions Formative Assessment - % OnGoing

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam - Written Two Hour Paper Final Exam Closed Book Exam 70 % End of Term 1,2,3,4,5,6,7

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture/Discussion 3 Weekly 3.00
Tutorial Flat Classroom Further analysis/discussion of topics 1 Weekly 1.00
Independent Learning UNKNOWN Independent Learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2011-09-01 Make That Grade Marketing. by Margaret Linehan, Therese Cadogan Gill & MacMillan
ISBN 071714982X ISBN-13 9780717149827

An overview of marketing principles and concepts, updated to reflect the challenges of the global recession. *New to this edition: * Impact of the economic downturn on pricing * New technology for marketing information and research * Impact of online distribution * New methods of marketing communications * New case studies at the end of each chapter * Presented with clearly defined learning objectives and revision questions at the end of each chapter. * Written with a clear focus on the learner. SUITABLE FOR * Students taking a marketing module as part of a degree or diploma programme. * Students taking Marketing Institute of Ireland exams. * Students taking marketing modules at FETAC Level 6.

Recommended Reading
2012-01-21 Marketing: An Introduction (11th Edition) Prentice Hall
ISBN 0132744031 ISBN-13 9780132744034

This best-selling, brief text introduces marketing through the lens of creating value for customers.


With engaging real-world examples and information, Marketing: An Introduction shows readers how customer valuecreating it and capturing itdrives every effective marketing strategy.

Recommended Reading
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

Module Resources

Non ISBN Literary Resources

Recommended Reading




Marketing : An Introduction for Irish Students(3rd Edition)


Rogan, Donal

Gill & Macmillan




Foundations of Marketing


Jobber, David

Fahy, John






















































URL Resources

Marketing Institute of Ireland

American Marketing Association

Marketing week

Quick MBA

Other Resources



Irish Marketing Review

European Journal of Marketing

Emerald, Factfinder, Infotrac Onefile, Infotrac Newspaper and Science Direct

Harvard Business Review

Journal of Consumer Research

Sunday Business Post Archives

Sky News Daily Business Programme






Additional Information