MKTG06057 2016 Contemporary Marketing Practice

General Details

Full Title
Contemporary Marketing Practice
Transcript Title
Contemporary Mkting Practice
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Denise Lowe, Lisa Dunne
Programme Membership
SG_BMARK_C06 201600 Higher Certificate in Business in Marketing SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMGE_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with German SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales

This subject aims to provide an introductory overview of contemporary marketing practice.  The module will focus on Public Relations and Event Management, Services Marketing, International Marketing and Digital Media Marketing. The subject will provide an opportunity for students to gain practical experience of each area, and to learn from current industry examples and/or guest speakers.

Learning Outcomes

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


Demonstrate knowledge of the different areas of marketing practice


Show an understanding of the role and importance of Event Management and Public Relations in an organisation


Comprehend the unique features of Services Marketing


Explain the importance and benefits of International Marketing


Comprehend the growing importance of Digital Media Marketing for organisations

Teaching and Learning Strategies

This module is taught via project based learning, online interaction and lecture style teaching.

Module Assessment Strategies

The module is assessed by 100% continuous assessment.  This comprises a group project and an individual assignment.

Repeat Assessments

Individual assignment or project

Indicative Syllabus

Introduction to Public Relations and Event Management

Introduction to Services Marketing

Introduction to International Marketing

Introduction to Digital Media Marketing

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Individual Assignment Continuous Assessment Individual Project 50 % Week 6 1,2,3,4,5
2 Group Assessment Continuous Assessment Group Project 50 % Week 12 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Problem Based Learning Flat Classroom Tutorial Class 2 Weekly 2.00
Lecture Lecture Theatre Theory Lecture 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources

Blade, C., Kennell, J., Abson, E., Wilde, N. (2012). Events Management An Introduction, Routledge

Cook, J. (2012). On Digital Marketing A Textbook for the Beginner ( Montana State University

Gunning, E. (2007). Public Relations - A Practical Approach. Dublin: Gill and MacMillan

Hollensen, S. (2014). Global Marketing, Pearson

Palmer, A. (2011). Principles of Services Marketing. Berkshire: McGraw Hill

Wilson, A., Zeithaml, V., Bitner, MJ., Gremler, D. (2012). Services Marketing: Integrating Customer Focus Across

the Firm, McGraw Hill









URL Resources

Additional Information

The module is delivered through blended learning.  Therefore both face to face and online delivery will be used.

Students will hear from professionals from contemporary marketing practice through the guest speaker series.