Module: Marketing

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Marketing
Module Code	MAD1029 (ITS: MG580)
Faculty	DCU Business School	School	DCU Business School
NFQ level	9	Credit Rating	5

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 towards a societal (sustainable) marketing orientation.
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	22	Attend weekly lectures
Assignment Completion	24	Undertake marketing planning exercise
Directed learning	24	Study chapter(s) from essential text
Online activity	24	Study on-line resources available on LOOP
Group work	10	Prepare presentation
Independent Study	21	Study current articles and media coverage of marketing issues
Total Workload: 125

Section Breakdown
CRN	10980	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	John Connolly	Module Teacher	Marija Grishin

Type	Description	% of total	Assessment Date
Assessment Breakdown
Project	Devise a marketing plan for a firm	70%	Week 11
Presentation	Presentation (and submission of presentation essay) on allocated marketing topic	30%	Every Week

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.

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.

Indicative Reading List

Books:

Paul Baines,Paolo Antonetti,Sara Rosengren: 2022, Marketing, 6th, Oxford University Press, 750, 9780192893468
Kotler, Philip, Gary Armstrong, Lloyd C. Harris, Hongwei He: 2020, Principles of Marketing, 8th European Edition, Pearson,
John Fahy and David Jobber: 2022, Foundations of Marketing, 7th, McGraw Hill, 408, 1397815268490

Articles:
None

Other Resources

None