Registry
Module Specifications
Archived Version 2010 - 2011
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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. | |||||||||||||||||||||||||||||||||||||
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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. | |||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and
Learning Activities IntroductionDefinitions; micro and macro marketing; the marketing concept; market opportunity analysis.Environmental Opportunities and ConstraintsEnvironmental scanning and analysis; demography, economics, science and technology,social values and beliefs, political and legal environment, competitive environment.Consumer and Organisational Buying BehaviourThe buying decision process; person specific, psychological and social influences on the buying decision process; dimensions of organisational buying.Target Marketing, Segmentation and PositioningBases for market segmentation; criteria for effective segmentation. Targeting approaches. Positioning.Marketing Research and Information ManagementScope 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 MixDetailed examination of product, price, distribution and promotional strategies. Branding. Services Market: characteristics of services; the service marketing mix.International MarketingInternational marketing environment; developing international marketing involvement;globalisation versus customised marketing strategies; strategic adaptation of marketing mixes. | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
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