MKTG06070 2016 Introduction to Marketing

General Details

Full Title
Introduction to Marketing
Transcript Title
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
Angela Bartlett, Paul McWeeney
Programme Membership
SG_BBUSS_B07 201600 Bachelor of Business in Business L7 SG_BACCO_C06 202100 Higher Certificate in Business in Accounting L6 SG_BBUSI_C06 202100 Higher Certificate in Business in Business Studies L6 SG_BBUSS_B07 202100 Bachelor of Business in Business L7

The objective of this module will be to provide a comprehensive introduction to the fundamental principles of marketing, covering key questions about organisations operating in both the private and public sector. The aim will be to place the learner at the vanguard of marketing thought that shapes practice in the modern organisation. This will enable the learner derive maximum value from the teaching and learning of marketing through the provision of basic concepts and analytical frameworks.

Such a pedagogical approach will provide the foundation for the development of analytical and critical appraisal skills as the learner constructs an integrated view of the marketing function and the immediate operating environment. It will identify the methods by which organisations add value to their assets through the implementation of effective strategy. It will highlight the shifting economic fortunes of corporations around the world in recent years, the rise of the developing economies and the rapid change in technologies and other forms of new media.

Learning Outcomes

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


Distinguish between the marketing concepts and the strategic implications of these for the organisation operating in both the private or public sector


Differentiate between the multiple forces required to gain an understanding of the internal and external environment and how they can affect the marketing management decision maker


Appreciate the significance of how consumer behaviour affects the purchase decision and the analytical models that are used to evaluate the decision making process


Critically analyse the design of a customer-driven marketing strategy, the importance of branding, the product life cycle and new product development


Appreciate the contribution of the marketing communications process to organisational success and the shifting communications model that creates customer value


Be familiar with the principles governing the management of services and the additional considerations that the service encounter requires e.g. service quality and differentiation


Demonstrate how the digital age is affecting the marketer and consumer and how corporations have responded to emerging technologies and new media


Discuss how the international trade system and different economic, political-legal and cultural environments affect an organisation's marketing decisions and how companies adapt their marketing mixes for entering international markets


Critically evaluate the principles of corporate socially responsibility, understand the contribution of ethical behaviour to good corporate citizenship and be aware of societal criticisms of the discipline


Read referenced online material with a marketing emphasis from academic journals and magazines

Teaching and Learning Strategies

Pedagogical strategy to comprise of lectures, tutorials, case studies, online material and independent learning

Teaching and learning will primarily be through the provision of key concepts, relevant theory and analytical frameworks

Module Assessment Strategies

Project, audit, case study, report or presentation 

Final exam at end of semester

Repeat Assessments

Repeat assessment procedure to comprise of exam and continuous assessment

Indicative Syllabus

1. Definition of Marketing and the Art or Science of Customer Satisfaction

  • Introduction to the discipline and a historical review of concepts and theory
  • The organisation and marketing:partnering to strengthen the customer relationship
  • Appreciate the contribution of marketing at an economic and social level

2. The Marketing Environment

  • Responding to the micro-environment
  • Responding to the macro-environment
  • Making the strategic connection – linking the theory to the environment in a turbulent and challenging era

3. Understanding Consumer Buyer Behaviour

  • The consumer buyer behaviour model
  • Factors affecting purchase behaviour

4. Customer-Driven Strategy and the Marketing Mix

  • Market segmentation, targeting and positioning
  • Differentiation and positioning for sustained competitive advantage

5. Product Strategy

  • What constitutes a ‘product’ in a world of consumerism
  • The product life cycle, appropriate strategies and additional considerations
  • Understanding new product development – creating a culture of customer centred team based innovation

6. Marketing Communications and Connecting with the Modern Consumer

  • The new communications landscape and shifting communications model
  • Need for an integrated marketing communications campaign
  • Shaping the overall promotional mix and evaluating campaign effectiveness

7. Services Marketing

  • Nature and unique characteristics of a service
  • Service quality and approaches to enhance customer care
  • Strategies for the marketing of service businesses

8. Marketing in an New Age of Digital Media – A Strategic Approach

  • Social media, mobile, direct and on-line best practice
  • Integrated marketing strategy in a new digital age
  • Challenges of the digital age – ‘doing’ digital marketing and digi-marketing in practice

9. The International Marketplace and the Global Consumer

  • Deciding whether to internationalise and which markets to target
  • Doing 21st century business in a global marketing environment

10. Sustainable Marketing: Corporate Social Responsibility and Ethics

  • Social criticisms of ethical behaviour in the marketing profession
  • Business and public actions to promote sustainable practices

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 1 Continuous Assessment Project 30 % Week 7 1,2,3,4,5,6

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 70 % End of Semester 1,2,3,4,5,6,7,8,9,10

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Teaching and Classwork 3 Weekly 3.00
Tutorial Flat Classroom Teamwork and Independent Learning 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2015-10-15 Marketing: An Introduction Pearson Education Limited
ISBN 1292017511 ISBN-13 9781292017518

The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.

Recommended Reading
2016 Principles of Marketing Pearson Education Limited
ISBN 1292092483 ISBN-13 9781292092485

Same or next day processing GREAT shape! May have some minor physical wear, light to no markings/highlights! Choose EXPEDITED for super fast delivery!

Recommended Reading
2014-01-01 Contemporary Marketing, Update 2015 Cengage Learning
ISBN 1285187628 ISBN-13 9781285187624

CONTEMPORARY MARKETING, Update 2015, includes everything you need to begin a successful marketing career, as well as information and insights to help understand your own studies and professional endeavors as an ongoing marketing adventure. This groundbreaking bestseller includes all components of the marketing mix, along with a wide variety of uniquely compelling and thought-provoking ideas and concepts. CONTEMPORARY MARKETING Update 2015 continues to offer a trusted, thorough guide to fundamental marketing principles, now extensively updated with the newest trends and research in this dynamic discipline. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING remains in a class by itself.

Recommended Reading
2014-01-17 Marketing: An Introduction (12th Edition) Prentice Hall
ISBN 0133451275 ISBN-13 9780133451276

Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.


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 students how customer valuecreating it and capturing itdrives every effective marketing strategy.

The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.

MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and examsresulting in better performance in the courseand provides educators a dynamic set of tools for gauging individual and class progress.

This program will provide a better teaching and learning experiencefor you and your students.

  • Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
  • Guide Students Learning: The texts active and integrative Road to Learning Marketing presentation helps students learn, link, and apply major concepts.
  • Encourage Students to Apply Concepts: A practical marketing-management approach provides in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
  • Cover New Marketing Trends and Technology: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies.
Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763528/ISBN-13: 9780133763522. That package includes ISBN-10: 0133451275/ISBN-13: 9780133451276 and ISBN-10: 0133455122/ISBN-13: 9780133455120.

MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.

MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.

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

Recommended Reading
2012-03-01 Social Media Marketing Cengage Learning
ISBN 1133589278 ISBN-13 9781133589273

SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, International Edition promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals.

Recommended Reading
2013-02-25 BASIC MARKETING: A Marketing Strategy Planning Approach McGraw-Hill Education
ISBN 0078028981 ISBN-13 9780078028984

Built on a strong foundation, Basic Marketing 19e provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pioneer of the four Ps; in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent best practices, and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.

Recommended Reading
Marketing: Defined, Explained, Applied Pearson Education Limited
ISBN 1292042222 ISBN-13 9781292042220

For undergraduate Principles of Marketing courses. A unique breakdown of marketing that speaks to students' learning style. Marketing: Defined, Explained, Applied was written from the ground up with student feedback to be the most usable reference guide for Principles of Marketing students. The unique visual and organizational style of the text clearly presents key information that draws students into the material, allowing them to use their text rather than passively read it. The second edition features a new format that makes it easier for students to study and learn the material. MyMarketingLab New Design is now available for this title! MyMarketingLab New Design offers: *One Place for All of Your Courses. Improved registration experience and a single point of access for instructors and students who are teaching and learning multiple MyLab/Mastering courses. *A Simplified User Interface. The new user interface offers quick and easy access to Assignments, Study Plan, eText & Results, as well as additional option for course customization. *New Communication Tools. The following new communication tools can be used to foster collaboration, class participation, and group work. *Email: Instructors can send emails to their entire class, to individual students or to instructors who has access to their course. *Discussion Board: The discussion board provides students with a space to respond and react to the discussions you create. These posts can also be separated out into specific topics where students can share their opinions/answers and respond to their fellow classmates' posts. *Chat/ ClassLive: ClassLive is an interactive chat tool that allows instructors and students to communicate in real time. ClassLive can be used with a group of students or one-on-one to share images or PowerPoint presentations, draw or write objects on a whiteboard, or send and received graphed or plotted equations. ClassLive also has additional classroom management tools, including polling and hand-raising. *Enhanced eText. Available within the online course materials and offline via an iPad app, the enhanced eText allows instructors and students to highlight, bookmark, take notes, and share with one another.

Recommended Reading
1998-06-01 Competitive Strategy: Techniques for Analyzing Industries and Competitors Free Press
ISBN 0684841487 ISBN-13 9780684841489

Now nearing its sixtieth printing in English and translated into nineteen languages, Michael E. Porter's Competitive Strategy has transformed the theory, practice, and teaching of business strategy throughout the world.

Electrifying in its simplicitylike all great breakthroughsPorters analysis of industries captures the complexity of industry competition in five underlying forces. Porter introduces one of the most powerful competitive tools yet developed: his three generic strategieslowest cost, differentiation, and focuswhich bring structure to the task of strategic positioning. He shows how competitive advantage can be defined in terms of relative cost and relative prices, thus linking it directly to profitability, and presents a whole new perspective on how profit is created and divided. In the almost two decades since publication, Porter's framework for predicting competitor behavior has transformed the way in which companies look at their rivals and has given rise to the new discipline of competitor assessment.

More than a million managers in both large and small companies, investment analysts, consultants, students, and scholars throughout the world have internalized Porter's ideas and applied them to assess industries, understand competitors, and choose competitive positions. The ideas in the book address the underlying fundamentals of competition in a way that is independent of the specifics of the ways companies go about competing.

Competitive Strategy has filled a void in management thinking. It provides an enduring foundation and grounding point on which all subsequent work can be built. By bringing a disciplined structure to the question of how firms achieve superior profitability, Porters rich frameworks and deep insights comprise a sophisticated view of competition unsurpassed in the last quarter-century.

Recommended Reading
2013-08-05 Social Media Marketing Pearson Education Limited
ISBN 1292023538 ISBN-13 9781292023533

The social media content that students-and their future employers-need to have. Tuten/Solomon is the first social media marketing textbook that focuses on showing students how social media fits into the marketer's toolbox.

Recommended Reading
2012-02-27 Introduction To Marketing South-Western College Publishing
ISBN 1133273874 ISBN-13 9781133273875

Engaging and thorough, INTRODUCTION TO MARKETING, 12E, International Edition shows you how marketing principles affect your day-to-day life, as well as their significant influence in business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings and gets you thinking about your own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, INTRODUCTION TO MARKETING, 12E, International Edition gives you countless opportunities to develop and apply critical-thinking skills as you acquire the marketing knowledge essential for success in the business world.

Recommended Reading
2012-06-20 Marketing Foundations South-Western College Publishing
ISBN 1133190979 ISBN-13 9781133190974

Popular with readers from all backgrounds and interest levels, MARKETING FOUNDATIONS, 5E, International Edition introduces you to the essentials and latest trends in marketing with strong visuals and stimulating, timely discussions. Meaningful coverage of current marketing strategies and concepts includes social media, entrepreneurship, sustainability, globalization, customer relationship management, supply chain management, and e-commerce models. Emerging topics, such as social and environmental responsibility, entrepreneurship, and marketing during transitional times depict the changing nature of business, keeping you in touch with and prepared for a competitive world. Hult enhances this edition by offering up a unique, global perspective through real-world examples and commentary on significant international-specific marketing concepts and practices. Illustrating the issues with captivating photos, screenshots, advertisements, and examples from real life, MARKETING FOUNDATIONS, 5E, International Edition also offers a variety of modern learning supplements, such as podcasts, videos, and an interactive marketing plan, to help you develop the practical decision-making skills you need for professional success.

Recommended Reading
2015-02-27 Marketing: An Introduction SAGE Publications Ltd
ISBN 1446296423 ISBN-13 9781446296424

Watch the video walkthrough to find out how your students can make the best use of the interactive resources that come with the new edition!

With each print copy of the new 3rd edition, students can receive FREE access to the interactive eBook* giving them the flexibility to learn how, when and where they want.

An individualized code on the inside back cover of each book gives access to an online version of the text on Vitalsource Bookshelf and allows students to access the book from their computer, tablet, or mobile phone and make notes and highlights which will automatically sync wherever they go.

Green coffee cups in the margins link students directly to a wealth of online resources. Click on the links below to see or hear an example of:

  • Watch videos to get a better understanding of key concepts and provoke in-class discussion
  • Visit websites and templates to help guide students study
  • A dedicated Pinterest page with wealth of topical real world examples of marketing that students can relate to the study
  • A Podcast series where recent graduates and marketing professionals talk about the  day-to-day of marketing and specific marketing concepts

For those students always on the go, Marketing an Introduction 3rd edition is also supported by MobileStudy  a responsive revision tool which can be accessed on smartphones or tablets allowing students to revise anytime and anywhere that suits their schedule.

New to the 3rd edition:

  • Covers topics such as digital marketing, global marketing and marketing ethics
  • Places emphasis on employability and marketing in the workplace to help students prepare themselves for life after university
  • Fun activities for students to try with classmates or during private study to help consolidate what they have learnt

 (*Students must use Bundle ISBN: 978-1-4462-9642-4 to receive free access to the interactive eBook, which is only available through Vitalsource eBook)

Module Resources

Non ISBN Literary Resources

All forthcoming texts and material to be updated regularly by member of academic staff responsible

URL Resources

Emerald, Factfinder, Infotrac Onefile and Science Direct

Academy of Marketing Science Review

Business Horizons


Californian Management Review

Corporate Responsibility Journal

European Journal of Marketing

Harvard Business Review

Journal of International Marketing

Journal of the Academy of Marketing Science

Journal of Marketing Research

International Journal of Research in Marketing

Journal of Change Management

Journal of Consumer Research

Journal of Strategic Marketing

Journal of World Business

Long Range Planning

Management Decision

MIT Sloan Management Review

Thunderbird International Review

Strategic Management Journal

Financial Times Archives

Sunday Business Post Archives

Other Resources

Visiting industry practitioners

Fieldtrips to local business community

Conference attendance e.g. Annual IT Sligo Marketing Conference

Additional Information