MKTG06081 2019 Marketing for Designers
This module allows for design students to develop a marketing approach to design solutions. It provides them with marketing knowledge within the context of the creative industries. An understanding of marketing activities and the importance of the customer is paramount in developing a wider skill set.
On completion of this module the learner will/should be able to;
Understand the concept of marketing and its applicability to creative industries
Appreciate the importance of the customer and create profiles of customers and users that will be target markets
Be familiar with the marketing research process and various marketing research methods available to organisations
Develop a skill set for selling products and services
Use online and digital marketing techniques to engage with customers using appropriate messages and content
Teaching and Learning Strategies
The teaching is a mix of traditional lectures and practical hands on marketing activities using the problem based learning approach.
Real businesses are used so that the students can put what they are being taught into practice.
Case studies and journal articles form part of the back bone of the theory.
Module Assessment Strategies
Undertaking marketing research
Presenting a sales pitch with supporting marketing materials
Preparing marketing communications plans
In class test
Repeating the part of the assessment that they missed out on.
The marketing concept - the history and development of marketing thought
The role of marketing in the creative industries - how similar or different is marketing in these sectors?
The marketing environment and the importance of competitors, trends and environmental analysis
Customers - market segmentation, target marketing and customer personas
Marketing Research methods - the stages in the research process, and the qualitative and quantitative research methods available
The Marketing mix - Product and service concept, branding, devising marketing messages and integrated marketing communications methods, pricing and distribution decisions
Selling - preparing sales pitches and supporting materials
Online marketing - social media and digital marketing
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||In class test||Continuous Assessment||Closed Book Exam||20 %||End of Semester||1,2,3,4,5|
|2||Sales pitch||Continuous Assessment||Assessment||30 %||Week 11||4|
|3||Market research||Continuous Assessment||Assignment||30 %||Week 5||3|
|4||Marketing communciations online/offline||Continuous Assessment||Assignment||20 %||Week 9||2,5|
Full Time Mode Workload
|Problem Based Learning||Flat Classroom||Marketing||1||Weekly||1.00|
Required & Recommended Book List
2007-05-08 Marketing Research in Ireland Gill & MacMillan
ISBN 0717142000 ISBN-13 9780717142002
This updated edition of the well-established textbook on the theory and practice of Marketing Research in Ireland, presents a balanced theoretical, applied and managerial approach to the subject area, in a student-friendly and readable writing style.
2011-05-13 Marketing Gill & MacMillan
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
Christine Domegan and Declan Fleming (2011) Marketing Research In Ireland published by Gill and Macmillan
Donal Rogan (2011) Marketing An introduction for students in Ireland published by Gill and Macmillan
Harvard Business Review
Journal of Marketing
MIT Sloan Management
Newspapers and business magasines - Irish and International