MKTG06071 2016 Principles of Marketing 1
The objective for this module will be to provide a comprehensive, well-structured and leading edge introduction to the fundamental principles of marketing, covering key questions about organisations operating in both the private and public sector. The learner will be positioned at the vanguard of marketing thinking that shapes practice in the modern organisation. The aim will be to enable the learner derive maximum value from the teaching and learning of marketing through the provision of the basic concepts and analytical frameworks.
This pedagogical path will provide the core foundation for the development of critical appraisal skills as the learner develops an integrated view of the marketing function and the immediate operating environment. It will attempt to identify the methods organisations use to add value to their assets through the implementation of effective marketing strategies and the challenging economic climate facing the contemporary organisation. The module will focus on the shifting economic fortunes of global corporations and brands in recent years, the rise of developing economies and the rapid change in technologies and other forms of new media.
On completion of this module the learner will/should be able to;
Appreciate the significance of key concepts associated with marketing and the strategic implications for the contemporary organisation
Differentiate between the various forces required to gain an understanding of the internal and external environment and how they may affect the marketing management decision maker
Describe the importance of the research process and be able to design, conduct and interpret the chosen method of systematic market research
Demonstrate how consumer buyer behaviour can affect the purchase decision and the analytical models that may be used to evaluate the consumer 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
Comprehend referenced online material with a strategic marketing emphasis from academic journals and magazines
Teaching and Learning Strategies
Pedagogical strategy to comprise of lectures, tutorials, 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, case study, report or presentation
Final exam at end of semester
Repeat assessment procedure to comprise of exam or continuous assessment where appropriate
1. Defining Marketing and the Art or Science of Customer Satisfaction
- Introduction to the discipline and a historical review of concepts and theory
- The company and marketing:partnering to build and reinforce the customer relationship
- Appreciate the contribution of marketing both at an economic and social level
- A changing marketing landscape – new digital and social media, ethics and social responsibility
- Strategic implications - ‘Doing’ marketing and real life marketing cases in practice
2. The Marketing Environment
- Reacting to and proactively analysing the micro-environment
- Reacting to and proactively analysing the macro-environment
- Making the strategic connection – linking the theory to the immediate environment in an era of turbulence and continuous flux
3. Managing Marketing Information Systems and Gaining Customer Insights
- Defining research objectives and designing the research plan
- Collecting internal, secondary or generating primary data
- Implementation of the research plan
- Interpretation of generated data and reporting findings to key decision makers
- Appreciate the ethical considerations involved when conducting market research
4. Understanding Consumer Buyer Behaviour
- The consumer buyer behaviour model
- Characteristics affecting purchase behaviour
- Differing consumer behaviour across multiple global boundaries
5. Customer-Driven Strategy and Designing the Marketing Mix
- Market segmentation, targeting and positioning
- Differentiation and positioning for maximum competitive advantage
- Communicating and delivering the selected strategy
6. The Product and Branding Strategy
- What constitutes a ‘product’ in a consumer driven world
- Branding strategy – building equity and managing a strong global brand
- The product life cycle, appropriate strategies and additional strategic considerations
- Understanding new product development – creating a culture of customer centred team based innovation
7. Pricing Strategies and the Value Concept
- Product pricing approaches – market skimming and penetration pricing
- Product mix strategies – line, optional, captive and product bundle pricing
- Price adjustment approaches – discounting, segmented and psychological pricing
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Continuous Assessment 1||Continuous Assessment||Project||20 %||Week 7||1,2,3|
|2||Continuous Assessment 2||Continuous Assessment||Performance Evaluation||10 %||OnGoing||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|
Full Time Mode Workload
|Lecture||Lecture Theatre||Teaching and Classwork||3||Weekly||3.00|
|Tutorial||Flat Classroom||Teamwork and Independent Learning||1||Weekly||1.00|
Required & Recommended Book List
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.
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!
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.
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.
MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
Note: MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
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
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.
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.
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.
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.
Marketing: Real People, Real Choices Pearson Education Limited
ISBN 1292023163 ISBN-13 9781292023168
For undergraduate Principles of Marketing courses. Real people, real choices-give students a real feel for marketing. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today's new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world. 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.
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.
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.
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.
All forthcoming texts and relevant material to be updated regularly by member of academic staff responsible
Emerald, Factfinder, Infotrac Onefile and Science Direct
Academy of Marketing Science Review
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
MIT Sloan Management Review
Thunderbird International Review
Strategic Management Journal
Financial Times Archives
Sunday Business Post Archives
Visiting industry practitioners
Fieldtrips into local business community
Conference attendance e.g. Annual IT Sligo Marketing Conference