MKTG06073 2016 Marketing

General Details

Full Title
Transcript Title
Introduction to marketing
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
Angela Bartlett
Programme Membership
SG_BTOUR_C06 201600 Higher Certificate in Business in Tourism SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 202100 Bachelor of Business in Business in Tourism with Event Management

This module provides a foundation in the principles of marketing and an understanding of the role of marketing in the Tourism Industry.

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 the forces in the marketing environment that significantly impact on the tourism industry 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 the tourism marketing mix.


Explain the general principles underlying the management of tourism services.


Appreciate the role of corporate social responsibility and ethical marketing behaviour.


Discuss the components of a marketing plan

Teaching and Learning Strategies


In class discussion

Role play

Case studies


Module Assessment Strategies

  • Final Exam 70%
  • Continuous Assessment 30%
  • Projects, Role play, Case studies, Presentations, Multiple choice questions, Short questions

Repeat Assessments

Reassessment 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 the tourism industry

3. Segmentation, Targeting and Positioning Strategies.

  • Identify the levels of market segmentation
  • Understand the bases for segmentation in the tourism industry
  • Outline the role of target marketing and positioning for competitive advantage

4. Product, Services and Branding

  • Discuss what a product and service is in the tourism sector
  • Understand the marketing considerations for each stage of the Product Life Cycle
  • The role of branding and its implications in the marketing of destinations
  • 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 in the tourism industry

6. Marketing Communications

  • Introduce the marketing communications mix (including social media)

7. Service Marketing 

  • Describe the characteristics of a service
  • Explain the additional 3P's in services marketing mix

9. Corporate Social Responsibility and Ethical Behaviour.

  • Be familiar with current practices towards corporate social responsibility

10. Marketing Plan

  • Describe a typical marketing plan outline

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 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 Open Book Exam - % 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
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

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.

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.

Module Resources

Non ISBN Literary Resources

Recommended Reading




Marketing : An Introduction for Irish Students (3rd Edition)


Rogan, Donal

Gill & Macmillan





























































URL Resources


Other Resources



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







Additional Information