Registry

Module Specifications

Archived Version 2015 - 2016

Module Title	Marketing
Module Code	MG580
School	DCUBS
Online Module Resources
Module Co-ordinator	Dr Michael Gannon	Office Number	Q214
NFQ level	9	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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
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	24	Attend weekly lectures
Group work	24	Undertake marketing planning exercise
Directed learning	24	Study chapter(s) from essential text
Online activity	24	Study on-line resources available on Moodle
Group work	10	Prepare presentation
Independent Study	19	Study current articles and media coverage of marketing issues
Total Workload: 125

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.

Assessment Breakdown
Continuous Assessment	30%	Examination Weight	70%

Type	Description	% of total	Assessment Date
Course Work Breakdown

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
Unavailable

Indicative Reading List

Baines, Paul and Chris Fill: 2014, Marketing, 3rd, Oxford University Press, 978-0-19-965953-1
Armstrong, Gary, Philip Kotler, Michael Harker and Ross Brennan: 2012, Marketing: An Introduction, 2nd, Pearson, 9780273762607
Fahy, John and David Jobber: 2015, Foundations of Marketing, 5th, McGraw Hill, 10-0077167953

Other Resources

None

Programme or List of Programmes

MSBM	MSc in Management (Business)
PBSSA	PG Exchange(Business School)
PBSSAO	PG Study Abroad(Business School)

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