Module: Introduction to Marketing

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Introduction to Marketing
Module Code	MAD1001 (ITS: MG101)
Faculty	DCU Business School	School	DCU Business School
NFQ level	8	Credit Rating	5

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
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
Assignment Completion	30	Complete Smartbook and Group Assignment
Total Workload: 125

Section Breakdown
CRN	10959	Part of Term	Semester 1
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Marija Grishin	Module Teacher	Anita Wade, Naoimh O'Reilly

Section Breakdown
CRN	20671	Part of Term	Semester 2
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Marija Grishin	Module Teacher	Anita Wade

Type	Description	% of total	Assessment Date
Assessment Breakdown
Assignment	Group Assignment	25%	Week 10
Completion of online activity	SmartBook Reading Assignments - 10 weekly reading assignments weighted at 1.5% each to be completed by each student	15%	n/a
Formal Examination	End-of-Semester Final Examination	60%	End-of-Semester

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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.

Indicative Reading List

Books:

Fahy and Jobber: 0, Foundations of Marketing, 7th, 13-9781526849
Paul Baines,Paolo Antonetti,Sara Rosengren: 2022, Marketing, 6th, Oxford University Press, 750, 9780192893468

Articles:
None

Other Resources

None