Registry

Module Specifications

Archived Version 2008 - 2009

Module Title	Introduction to Marketing
Module Code	MG101
School	DCUBS
Online Module Resources
Level	1	Credit Rating	5
Pre-requisite	None
Co-requisite	None

Module Aims

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

To give students an understanding of the critical issues in marketing and to equip them with concepts and models relevant to these issues. An understanding of basic marketing concepts is essential for employees of all customer oriented organisations, irrespective of the functional areas in which they are employed.

Indicative Time Allowances
	Hours
Lectures	24
Tutorials	0
Laboratories	0
Seminars	0
Independent Learning Time	51

Total	75
Placements
Assignments

NOTE

Assume that a 5 credit module load represents approximately 75 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module.

Indicative Syllabus

Introduction Definitions; micro and macro marketing; the marketing concept; market opportunityanalysis; target market selection; marketing mix development; special consideration of service marketing. Environmental Opportunities and Constraints Environmental scanning and analysis; demography, economics, science and technology,social values and beliefs, political and legal environment, competitive environment. Target Markets - Segmentation and Evaluation Strategies for market segmentation, bases for market segmentation; evaluating marketing and forecasting sales. 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. Consumer and Organisational Buying Behaviour The buying decision process; person specific, psychological and social influences on the buying decision process; dimensions of organisational buying. Developing the Marketing Mix Detailed examination of examination of product, price, distribution and promotional strategies. International Marketing International marketing environment; developing international marketing involvement;globalisation versus customised marketing strategies; strategic adaptation of marketing mixes.

Assessment
Continuous Assessment	50%	Examination Weight	50%

Indicative Reading List

Essential Marketing , Elizabeth Hill & Terry O'Sullivan Longman, , 1999 Principles of Marketing , Kotler, Philip & Barry Armstrong, Prentice Hall New Jersey, 1994 Supplementary Marketing: Concepts and Strategies , Dibb, Simkin, Pride & Ferrell, Houghton Mifflin Company, Boston,, 1992 Managing Marketing: Concepts and Irish Cases , Murray, J.A. & O'Driscoll, A., Gill & Macmillan, 1993.

Programme or List of Programmes

BA in Accounting & Finance

BME

BEng Manufacturing Engineering &Business

Bachelor of Business Studies

BSSA

Study Abroad (DCU Business School)

BSSAO

Study Abroad (DCU Business School)

EBF

BA in European Business (French)

EBG