MKTG06018 2016 Marketing for Administrators
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
Lecturers
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 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 |
Required & Recommended Book List

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.

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.

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
Recommended Reading |
Author(s) |
Publisher |
Year |
Marketing : An Introduction for Irish Students(3rd Edition)
|
Rogan, Donal |
Gill & Macmillan ISBN-978-07171-42019 |
2007
|
Foundations of Marketing
|
Jobber, David Fahy, John |
McGraw-Hill ISBN-13-978-0-07-712190-7
|
2009 |
|
|
|||
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Marketing Institute of Ireland www.mii.ie
American Marketing Association www.marketingpower.ie
Marketing week www.marketingweek.co.uk
Quick MBA www.mba.ie
|
Journals |
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 |
|
|
|
|
|
None