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.
Target Markets - Segmentation and Evaluation Strategies for market segmentation, bases for market segmentation. Target Marketing.
Consumer Buying Behaviour The buying decision process; person specific, psychological and social influences on the buying decision process.
Developing the Marketing Mix Detailed examination of examination of product, price, distribution and promotional strategies.
This module will be delivered using a combination of lecture, tutorial and online instruction.
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Brassington, F and S. Pettitt (2000) Principles of Marketing , Second Ed. Prentice Hall
Rogan, Donal (2000) Marketing An Introduction for Irish Students, Gill & Macmillan
Blythe, Jim (2001) Essentials of Marketing, 2nd Edition Financial Times/Prentice Hall
Jobber, David Principles & Practice of Marketing (2001), Third Edition, McGraw Hill
Mercer, David (1996) Marketing, 2nd edition, Blackwell Business
O'Connor, John and Eamonn Galvin (2001) Marketing in the Digital Age, Second Edition, Financial Times/Prentice Hall
Kotler, P., Armstrong, B., Saunders, J. & Wong, V. (1999) Principles of Marketing Second European Edition Prentice Hall N.J.
Murray, J.A. & O'Driscoll, A., (1993), Managing Marketing: Concepts and Irish Cases, Gill & Macmillan.
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