Module: Marketing

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Marketing
Module Code	MG580 (ITS) / MAD1029 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Marija Grishin
Module Teachers	-
NFQ level	9	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 managers 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 discuss the evolution of modern marketing practices
2. Describe and discuss the environmental forces and trends within these 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. Devise a strategic marketing plan for a firm
8. Explain the significance of social responsibility and ethical marketing behaviour.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Attend weekly lectures
Group work	24	Undertake marketing planning exercise
Directed learning	24	Study chapter(s) from essential text
Online activity	24	Study on-line resources available on Moodle
Group work	10	Prepare presentation
Independent Study	19	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.

Segmentation, Positioning and Target Marketing
Rationale for market segmentation. Bases for market segmentation. Target Marketing and Positioning strategies.

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

Developing the Marketing Mix
Detailed examination of examination of product, price, distribution and promotional strategies.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Project	Devise a marketing plan for a firm	20%	Week 12
Presentation	Presentation (and submission of presentation essay) on allocated marketing topic	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
Resit category for this module is temporarily unavailable

Indicative Reading List

Baines, Paul, Chris Fill and Sara Rosengren: 2017, Marketing, 4th, Oxford University Press, 9780198748533
Armstrong, Gary, Philip Kotler, Michael Harker and Ross Brennan: 2012, Marketing: An Introduction, 2nd, Pearson, 9780273762607
Fahy, John and David Jobber: 2015, Foundations of Marketing, 5th, McGraw Hill, 10-0077167953

Other Resources

None