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Module Specifications

Archived Version 2006 - 2007

Module Title Marketing
Module Code MG580
School DCUBS

Online Module Resources

Module Co-ordinatorDr Anne SinnottOffice NumberQ111
Level 5 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 managers 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 organisation, irrespective of the functional areas in which they are employed.

Indicative Time Allowances
Hours
Lectures 0
Tutorials 0
Laboratories 0
Seminars 0
Independent Learning Time 75
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 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.
Assessment
Continuous Assessment40% Examination Weight60%
Indicative Reading List
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.
Programme or List of Programmes
GDBMGDip in Management
IFPBMPG Int. Foundation Prog.: Business Mgt.
MSBMMSc in Business Management
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