Module: Introduction to Marketing

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Introduction to Marketing
Module Code	MG101 (ITS) / MAD1001 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Marija Grishin
Module Teachers	Anita Wade, Naoimh O'Reilly
NFQ level	6	Credit Rating	5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None
Array

Description

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.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Attend weekly lectures
Tutorial	30	From Week 2 onwards attend weekly tutorial, and undertake related assignments
Directed learning	24	Study chapters essential textbook
Online activity	24	Study marketing articles from DCU Library Database via Loop
Independent Study	23	Study 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

Introduction
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 Assessment	40%	Examination Weight	60%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Oral Examination	Group Case Study (one Group presents per week)	20%	Every Week
Oral Examination	Case study participation	10%	Every Week
Oral Examination	Individual Assesment	10%	Every Week

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

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

None