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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Introduction to Marketing
Module Code MG101
School DCUBS
Module Co-ordinatorSemester 1: Marija Grishin
Semester 2: Marija Grishin
Autumn: Marija Grishin
Module TeachersAnita Wade
David O'Connell
Geraldine Lavin
Michael Gannon
Naoimh O'Reilly
Cliona Doyle
Marija Grishin
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

To enable students to gain an understanding of the major decisions faced by marketing management in their efforts to balance the organisation's objectives against the needs and opportunities in the global marketplace.

Learning Outcomes

1. Differentiate between the five main business orientations and appreciate the evolution of modern marketing practices.
2. Describe and discuss the environmental forces and trends within theses forces that affect the firm s ability to serve its customers.
3. Discuss how consumer decision making varies with types of buying decision.
4. Assess the benefits of market segmentation and position an offer for maximum competitive advantage.
5. Evaluate the components and processes involved in framing the marketing mix.
6. Explain the general principles underlying the management of services.
7. Discuss the components of a strategic marketing plan.
8. Appreciate the significance of social responsibility and ethical marketing behaviour.

Workload Full-time hours per semester
Type Hours Description
Lecture24Attend weekly lectures
Tutorial30From Week 2 onwards attend weekly tutorial, and undertake related assignments
Directed learning24Study chapters essential textbook
Online activity24Study marketing articles from DCU Library Database via Loop
Independent Study23Study current articles and media coverage of marketing issues
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

Definitions; micro and macro marketing; the marketing concept; market opportunity analysis.

Environmental Opportunities and Constraints
Environmental scanning and analysis; demography, economics, science and technology,social values and beliefs, political and legal environment, competitive environment.

Consumer and Organisational Buying Behaviour
The buying decision process; person specific, psychological and social influences on the buying decision process; dimensions of organisational buying.

Marketing Research and Consumer Insights
The role of customer insights; market intelligence - the "era" of big data; approaches to conducting marketing research.

Target Marketing, Segmentation and Positioning
Bases for market segmentation; criteria for effective segmentation. Targeting approaches. Positioning.

Marketing Research and Information Management
Scope of marketing research; classifications of marketing research; stages in the research process; designing the research; gathering research data; the scope of marketing information systems.

Developing the Marketing Mix
Detailed examination of product, price, distribution and promotional strategies. Branding. Services Market: characteristics of services; the service marketing mix.

Digital Marketing
Introduction to digital marketing; search engine optimization; netiquette, social media; campaign measurement.

Assessment Breakdown
Continuous Assessment40% Examination Weight60%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Oral ExaminationGroup Case Study (one Group presents per week)20%Every Week
Oral ExaminationCase study participation10%Every Week
Oral ExaminationIndividual Assesment10%Every Week
Reassessment Requirement Type
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 1
Indicative Reading List

  • Fahy, John and David Jobber: 2015, Foundations of Marketing, 5th, McGraw Hill, 10-0077167953
  • Solomon, Michael; Greg Marshall, Elnora Stuart, Bradley Barnes and VW Mitchell: 2009, Marketing – Real People, Real Decisions, 1st European Edition, Financial Times/Prentice Hall, 978-0-273-70880-3
  • Baines, Paul and Chris Fill: 2014, Marketing, 3rd, Oxford University Press, 987-0-19-965953-1
Other Resources

Programme or List of Programmes
AFBA in Accounting and Finance
AFUAge Friendly University Programme
BPYBSc (Honours) in Psychology
BSBachelor of Business Studies
BSSAStudy Abroad (DCU Business School)
BSSAOStudy Abroad (DCU Business School)
EBCBA in Global Business (Canada)
EBFBA in Global Business (France)
EBGBA in Global Business (Germany)
EBSBA in Global Business (Spain)
EBTBA in Global Business (USA)
HMSAStudy Abroad (Humanities & Soc Science)
HMSAOStudy Abroad (Humanities & Soc Science)
IFCBCIFC Int. Business & Languages (Chinese)
IFCBEIFCInter.Bus&Lang(English with Fr/Ge/Sp)
INTBBachelor Business Studies International
MINTBSc Marketing, Innovation & Technology
Date of Last Revision16-MAY-12

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