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Module Specifications.

Current Academic Year 2024 - 2025

All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).

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Date posted: September 2024

Module Title Margaíocht
Module Code FN143 (ITS) / MAD1033 (Banner)
Faculty Humanities & Social Sciences School Fiontar agus Scoil na Gaeilge
Module Co-ordinatorEmer Ní Bhrádaigh
Module Teachers-
NFQ level 6 Credit Rating 5
Pre-requisite Not Available
Co-requisite Not Available
Compatibles Not Available
Incompatibles Not Available
None
Scrúdú agus/nó cás staidéar a athdhéanamh de réir mar is gá
Description

Is é aidhm an mhodúil seo ná deis a thabhairt do mhic léinn foghlaim faoi na príomhchoincheapa margaíochta agus conas iad a chur i bhfeidhm i gcásanna ar leith. Beidh ar mhic léinn freastal ar léachtaí, páirt a ghlacadh i seimineáir agus obair ghrúpa a dhéanamh go rialta. Beidh ar mhic léinn réamhobair a dhéanamh mar ullmhúchán do na léachtaí agus na seimineáir. Beidh ar mhic léinn taighde a dhéanamh lasmuigh den ollscoil mar gheall ar na cleachtais mhargaíochta a úsáideann comhlachtaí i siopaí, sna meáin chumarsáide agus i spásanna poiblí. Beifear ag súil leis go bhforbróidh mic léinn an fios, na scileanna agus an dearcadh pearsanta cuí a chabhróidh leo anailís a dhéanamh ar ról na margaíochta sa tsochaí agus na himpleachtaí a bhaineann le cinntí margaíochta don chomhlacht agus don chustaiméir.

Learning Outcomes

1. Forbairt na margaíochta agus modhanna margaíochta san eagras comhaimseartha a mhíniú agus a mheas.
2. Anailís agus measúnú a dhéanamh ar shaincheisteanna margaíochta.
3. Anailís a dhéanamh ar fheachtas margaíochta ag baint leasa as teoiricí margaíochta
4. Na saincheisteanna eiticiúla a bhaineann le margaíocht a aithint agus a phlé.
5. Eolas casta a chur i láthair do lucht éisteachta éagsúla, ó bhéal agus i scríbhinn ar bhealach feiliúnach soiléir sothuigthe.



Workload Full-time hours per semester
Type Hours Description
Lecture24Léacht
Assignment Completion31Ullmhúchán don mheasúnacht
Independent Study70Foghlaim neamhspleách
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Ról agus forbairt na margaíochta in eagras
An ról atá ag margaíocht in eagrais phríobháideacha agus in eagrais sheachbhrabúsacha a mheas

Teoiricí agus fealsúnacht na margaíochta
Príomhchoincheapa na margaíochta, iompar tomhaltóra agus ceannaitheora, cumarsáid mhargaíochta, straitéisí, anailís ar iomaitheoirí san áireamh

Taighde margaidh
Príomhuirlisí taighde - suirbhéanna, agallaimh, tástáil

Deighilt margaidh
An margadh a dheighilt de réir critéar déimeagrafach, iompair agus síceagrafach

Margaíocht dhigiteach
Teicneolaíocht chumarsáide agus faisnéise mar uirlis chomhaimseartha margaíochta

Straitéis mhargaíochta
Straitéisí agus dea-chleachtais margaíochta le buntáiste uathúil a chothú

Assessment Breakdown
Continuous Assessment50% Examination Weight50%
Course Work Breakdown
TypeDescription% of totalAssessment Date
AssignmentTionscadail bunaithe ar theoiricí na margaíochta50%n/a
Reassessment Requirement Type
Resit arrangements are explained by the following categories:
Resit category 1: A resit is available for both* components of the module.
Resit category 2: No resit is available for a 100% continuous assessment module.
Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1
Indicative Reading List

  • Jobber, David & John Fahy: 0, Foundations of Marketing, An eagrán is déanaí, McGraw Hill Higher Education, Maidenhead, 9780077121907
  • Rogan, Donal: 0, Marketing: an introduction for Irish students, An eagrán is déanaí, Gill and Macmilan, Dublin, 9780717142019
  • Domegan, Christine & Declan Fleming: 2007, Marketing Research in Ireland: theory and practice, 3rd, Gill and Macmillan, Dublin, 9780717142002
  • Adamson, Allen P: 2008, Brand Digital: simple ways top brands succeed in the digital world, Palgrave Macmillan, Basingstoke, 9780230606043
  • Kotler, Philip & Nancy R. Lee: 2008, Social Marketing: influencing behaviours for good, 3rd, Sage Publications, Los Angeles, 9781412956475
  • Wymer, Walter, Patricia Knowles, Roger Gomes, Michael Jay Polonsky & Barry O'Mahoney: 2006, Nonprofit Marketing, Sage Publications, London, 9781412909235
Other Resources

None

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