MKTG06023 2016 Principles of Marketing

General Details

Full Title
Principles of Marketing
Transcript Title
Principles Marketing
Code
MKTG06023
Attendance
75 %
Subject Area
MKTG - Marketing
Department
MRKT - Marketing, Tourism and Leisure
Level
06 - NFQ Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Author(s)
Roddy Gaynor
Programme Membership
SG_BAPPL_C06 201600 Higher Certificate in Business in Applied Sport
Description

This module is designed to, introducey ear students' to the basic principles underpinning marketing theory and to enable students to relate this theory to the practice of marketing in thesport, recreation and fitness sector. Students are exposed to the key concepts of marketing theory, illustrated with examples of marketing practice in the Irish leisure industry.  

Learning Outcomes

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

1.

Define the term marketing and discuss its position in the modern world of business.

2.

Discriminate between the macro and micro elements of the marketing environment. 

3.

Interpret the marketing mix in terms of the optimum combination of elements in the develoment of a marketing strategy.

4.

Distinguish between market segmentation, targeting and positioning and identify the main bases used to segment a market, especially in sport, recreation and fitness sector

5.

Describe the applications of marketing research and explain the stages involved in the marketing research process.

6.

Display an appreciation of the unique characteristics of services and understand the implications of these for the marketing of service organisations in the leisure industry

Teaching and Learning Strategies

Teaching and learning will be delivered via a combination of lectures, tutorials and class problem solving case studies

Module Assessment Strategies

1. Define the term marketing and understand its importance in modern world of business

Reading, lecture, class discussion,

 

Written exam, Group/individual written assignments

2. Discriminate between the macro and micro elements of the marketing environment.

Reading, lecture, class discussion,

 

Written exam, Group/individual written assignments

3. Appreciate the marketing mix in terms of the optimum combination of elements in the develoment of a marketing strategy

Reading, lecture, class discussion,

 

Written exam, Case study presentation.

Group/individual written assignments

4. Distinguish between market segmentation, targeting and positioning and identify the main bases used to segment a market.

Reading, lecture, class discussion,

 

 

Written exam, Case study presentation.

Group/individual written assignments

5. Describe the applications of marketing research and explain the stages involved in the marketing research process

Reading, lecture, class discussion,

 

Written exam, Case study presentation.

Group/individual practical assignment

6. Display an appreciation of the unique characteristics of services and understand the implications of these for the marketing of service organisations

Reading, lecture, class discussion,

 

Written exam,

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Repeat Assessments

Students must achieve an overall grade of 40% to pass module. If a student has failed overall, they will be required to repeat the specific elements that they have failed. (i.e. Final exam and/or the specific piece of continuous assessment failed)

Indicative Syllabus

Definitions and role of Marketing          10%                                          

  • Define Marketing.
  • Describe the concept of competitive advantage.
  • Identify common marketing practices in the sport, recreation and fitness industry

 The Marketing Environment              15%                                                                      

  • Identify the key elements of the macro-environment, specifically political, economic, social/cultural, technological and ecological forces.
  • Identify the key elements of the micro-environment, including the firm, suppliers, customers, competitors etc. 
  • Analyse micro & macro environment for organisations within the recreation & leisure sector
  • Introduce concept of supply & demand of markets
  • Consider current environmental status and outline future trends.  

The Marketing Mix            15%

  • Examine the 4 P's of the traditional marketing mix, Product, Place, Price, Promotion.
  • Appreciate the importance of the expanded marketing mix for leisure / service organisations - Process, Physical Evidence and People.
  • Understand the role of the expanded marketing mix in terms of a framework for developing a services marketing strategy     

Segmentation, Targeting and Positioning Strategies           15%                                    

  • Understand the purpose of market segmentation.
  • Identify the benefits of and bases for segmentation
  • Detail the stages involved in segmentation, targeting and positioning.
  • Consider the use of segmentation, targeting and positioning strategies in the sport, and leisure sector

Marketing Information and Research            10%                                 

  • Recognise the importance of market research & identify elements of the marketing information system.
  • Distinguish between primary, secondary and internal research sources
  • Describe the stages involved in the marketing research process.
  • Appreciate ethical considerations involved when conducting market research

 Services Marketing            10%                                                                          

  • Detail the emergence of services marketing and the importance of the service economy in Ireland.
  • Describe the unique characteristics of services.
  • Introduce service classification and the implications of the characteristics of services.
  • Examine the extended marketing mix for services and relate these to characteristics

Introduction to Marketing Strategy & Planning             10%                             

  • Define the term strategy and planning.
  • Describe the four distinguishing features of strategic planning.  
  • Explain Porter's Generic Strategies.
  • Describe the essential elements of a marketing plan

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Group Project marketing plan Continuous Assessment Written Report 30 % Week 6 2,3,4,6
2 Practical Evaluation merketing research Continuous Assessment Assessment 10 % Week 10 4,5
             

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 60 % End of Term 1,2,3,4,5,6
             
             

Full Time Mode Workload


Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Class Lecture 2 Weekly 2.00
Tutorial Flat Classroom Tutorials and Case Studies 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2011-05-04 Sport Marketing (Active Learning in Sport Series) Learning Matters
ISBN 0857250906 ISBN-13 9780857250902

Request an e-Inspection Copy

This is a highly accessible text that provides detailed coverage of the key concepts, ideas, principles and techniques of sport marketing. It combines clear and concise explanations with applied case studies, supported by clear objectives, learning activities and points for reflection. UK-based examples are used throughout and the book successfully combines both theory and practice.

The field of sport marketing is an exciting and fast-moving part of the sports industry that presents new challenges requiring innovative and effective solutions. Engagement with sport marketing therefore equips students with valuable transferable skills necessary for all sport managers of the future.

Recommended Reading
2007-05 Marketing, an Introduction for Students in Ireland Gill & Macmillan Ltd
ISBN 0717142019 ISBN-13 9780717142019
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.

Module Resources

Non ISBN Literary Resources

 

 

 

Other Resources

ITSligo Library Databases, European Journal of Marketing

Irish Marketing Review

Business Newspaper Articles

Podcast & Case Study Material

Additional Information

None