Registry
Module Specifications
Archived Version 2020 - 2021
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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. | |||||||||||||||||||||||||||||||||||||||||
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.Segmentation, Positioning and Target MarketingRationale for market segmentation. Bases for market segmentation. Target Marketing and Positioning strategies.Consumer Buying BehaviourThe buying decision process; person specific, psychological and social influences on the buying decision.Developing the Marketing MixDetailed examination of examination of product, price, distribution and promotional strategies. | |||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||
Programme or List of Programmes |
MSBM | MSc in Management (Business) |
PBSSA | PG Exchange(Business School) |
PBSSAO | PG Study Abroad(Business School) |
- See the module specification for MG580 in 2003 - 2004
- See the module specification for MG580 in 2004 - 2005
- See the module specification for MG580 in 2005 - 2006
- See the module specification for MG580 in 2006 - 2007
- See the module specification for MG580 in 2007 - 2008
- See the module specification for MG580 in 2008 - 2009
- See the module specification for MG580 in 2009 - 2010
- See the module specification for MG580 in 2010 - 2011
- See the module specification for MG580 in 2011 - 2012
- See the module specification for MG580 in 2012 - 2013
- See the module specification for MG580 in 2013 - 2014
- See the module specification for MG580 in 2014 - 2015
- See the module specification for MG580 in 2015 - 2016
- See the module specification for MG580 in 2016 - 2017
- See the module specification for MG580 in 2017 - 2018
- See the module specification for MG580 in 2018 - 2019
- See the module specification for MG580 in 2019 - 2020
- See the module specification for MG580 in 2020 - 2021
- See the module specification for MG580 in 2021 - 2022
- See the module specification for MG580 in 2022 - 2023
- See the module specification for the current year