MKTG06082 2021 Marketing

General Details

Full Title
Transcript Title
N/A %
Subject Area
MKTG - Marketing
BUS - Business
06 - NFQ Level 6
05 - 05 Credits
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Alan Kelly, Aine Doherty
Programme Membership
SG_MBUSI_H08 202100 Bachelor of Arts (Honours) in Business and ICT SG_GLAWB_H08 202100 Bachelor of Arts (Honours) in Law and Business

The module will introduce students to the principles of marketing theory, which gives them a foundation to understand the role of marketing in business. Combined with best practice industry examples, students are exposed to the skills and vocabulary required to solve marketing problems.

Learning Outcomes

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


Define marketing and explain discuss its role in the modern business world.


Differentiate between the macro and micro elements of the marketing environment.


Describe the role of market research and explain the stages involved in the market research process.


Explain market segmentation, targeting and positioning for competitive advantage.


Demonstrate an understanding of the components and processes involved in the marketing mix.


Explain the general principles underlying the management of services and service quality.

Teaching and Learning Strategies

Students will learn about marketing through lectures, discussions, case studies and guest lectures.

Module Assessment Strategies

Continuous Assessment 100%

Repeat Assessments

Students will repeat any failed elements of the module.

Continuous Assessment 100%

Indicative Syllabus

1. The History and Evolution of the Marketing Discipline.

  • The role of marketing in society
  • Differentiate between the five business orientations
  • Discuss the major trends and forces that are changing the marketing landscape

2. The Marketing Environment.

  • Examine the forces in the Macro and Micro Marketing Environment that impact on organisations

3.  The Marketing Research Process

  • Explain the importance of information in gaining insights about the marketplace and customers
  • Outline the steps in the marketing research process
  • Describe how companies analyse and use marketing information
  • Discuss the practical and ethical issues marketing researchers face

4. Segmentation, Targeting and Positioning

  • Identify the levels of market segmentation
  • Explain the bases for segmentation
  • Outline the role of target marketing and positioning for competitive advantage

5. Product, Services and Branding

  • Discuss what a product and service is
  • Describe the marketing considerations for each stage of the Product Life Cycle
  • Describe the functions of packaging
  • Discuss New Product Development and Innovation

6. Pricing Strategy

  • Discuss what a price is and common pricing mistakes
  • Examine pricing strategies and the factors affecting pricing decisions

7. Marketing Channels

  • Explain why companies use marketing channels and discuss the functions these channels perform
  • Identify the major channel alternatives open to a company
  • Discuss the nature and importance of marketing logistics

8. Marketing Communications

  • Introduce the marketing communications mix
  • Discuss the importance of integrated marketing communications mix
  • Compare above the line and below the line marketing communications techniques including contemporary and innovative digital marketing tools.

9. Service Marketing and the Non-Profit Sector.

  • Describe the characteristics of a service
  • Outline the role of service quality and customer care procedures
  • Explain the need for a marketing orientation in non-profit organisations
  • Discuss the major trends and forces that are changing the services marketing landscape

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Assessment Continuous Assessment Multiple Choice 50 % End of Semester 1,2,3,4,5,6
2 Project Continuous Assessment Assessment 50 % Week 9 1,2,3,4,5,6

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 3 Weekly 3.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Required Reading
2016-09-21 Principles of Marketing European Edition
ISBN 1292092890 ISBN-13 9781292092898

Principles of Marketing Seventh European Edition Philip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world. To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, Uber, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Lloyd C. Harris is Head of Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals. Nigel Piercy, was formerly Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. He is now a consultant and management writer. Recent publications include Marketing Strategy and Competitive Positioning, 6th ed. (with Graham Hooley, Brigitte Nicoulaud and John Rudd) published by Pearson in 2016.

Required Reading
2017-07-27 Principles of marketing Pearson Higher Education
ISBN 1292220171 ISBN-13 9781292220178

'Principles of Marketing' is organized around an innovative customer-value and customer-relationship framework.

Required Reading
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

Module Resources

Non ISBN Literary Resources
Journal Resources

Harvard Business Review

European Journal of Marketing

URL Resources

Other Resources

Marketing Week 

Irish Marketing Journal 

Marketing Magazine 

Mc Kinsey Quarterly


Additional Information