H9FUMRK: Principles of Marketing
Module Code: H9FUMRK
Long Title Principles of Marketing APPROVED
Title Principles of Marketing
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 10
Module Coordinator: MICHAEL BANE
Module Author: MICHAEL BANE
Departments:
Specifications of the qualifications
and experience required of staff
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assimilate the historical development of marketing, as well as demonstrate a comprehensive understanding of contemporary marketing thought and practice.
LO2 Critically contemplate the role that marketing plays as a organizational function, its interrelationships with other organizational functions and its role within
modern institutions
LO3 Develop a comprehensive and insightful appreciation of the management and application of the fundamental tools and processes of marketing.
LO4 Critique the contribution of marketing to consumer choice, exchange and meaning in society
LO5 Instil an appreciation of marketing ethics and societal marketing principles, encouraging learners to develop an insightful and discerning outlook with regards to
current marketing practice.
LO6 Synthesize, critically evaluate, select and apply appropriate marketing theories, models and concepts to a range of contemporary business issues.
LO7 Demonstrate junior executive level proficiency in business problem solving, executing intermediate level market research, as well as develop their interpersonal
communication and teamwork skills
LO8 Implement a broad range of inter-disciplinary and transferable skills and capabilities required at the junior level of commercial and/or non commercial practice
Dependencies
Module Recommendations
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements
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H9FUMRK: Principles of Marketing
Module Content & Assessment
Indicative Content
Foundational Concepts of Marketing
• Evolution of the Marketing Thought • Marketing, Post-modernism and Society • The Development of Societal Marketing and Ethical Consumption • Contemporary Issues and
Challenges for Marketers
Analysing Markets
• Environmental Scanning • Marketing Research and Market Information Systems • Consumer and Business Buyer Behaviour
The Segmentation Process
• Approaches to the Segmentation Process • Targeting Strategies • Positioning for Competitive Advantage
Product and Service Decisions
• Introduction to Product Marketing • Introduction to Services Marketing • Branding, Packaging and Labelling • Product Portfolio Management • Product Life Cycle Management
Pricing Decisions
• Introduction to Pricing • Approaches to Pricing • Pricing Challenges for Marketers
Marketing Communications
• Integrated Marketing Communications • Setting the Promotional Budget • Advertising • Public Relations • Sales Promotion • Personal selling • Direct Marketing.
Distribution and Logistics Management
• Introduction to Distribution • Distribution Channel Structures • Channel Design and Management
Marketing Planning & Strategy Principles
o Marketing Audit o Core Strategies o Competitive Strategies o Organisation, Implementation & Control
Assessment Breakdown %
Coursework 50.00%
End of Module Assessment 50.00%
Assessments
Full Time
Coursework
Assessment Type: Assignment % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,5,6,7,8
Non-Marked: No
Assessment Description:
Learners will be presented with a contemporary marketing issue and/or case study, which will entail an extensive review of relevant academic literature, conducting appropriate
market research at both desk and primary level, as well as, synthesise and critique of applicable marketing knowledge pertaining to same.
End of Module Assessment
Assessment Type: Terminal Exam % of total: 50
Assessment Date: End-of-Semester Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
End-of-Semester Final Examination
No Workplace Assessment
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H9FUMRK: Principles of Marketing
Module Workload
Module Target Workload Hours 0 Hours
Full Time hours per semester
Workload Type Workload Description Hours
Lecture No Description 2
Tutorial No Description 1
Part Time hours per semester
Workload Type Workload Description Hours
Lecture No Description 3
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Module Resources
Recommended Book Resources
Baines, P., Fill, C. & Page, K., (2008), Marketing, Oxford University Press.. na.
Supplementary Book Resources
Jobber, D. & Fahey, J. (2009), Foundations of Marketing, 3rd Edition, McGraw Hill. na.
Stone, M.A, & Desmond, J., (2007), Principles of Marketing, 1st Edition, Routledge..
Armstrong, G., Kotler, P., Harker, M. & Brennan, R., (2009), Introduction to Marketing, Prentice Hall..
Baker, M., (2007), The Marketing Book, 6th Edition, Butterworth Heinemann..
Baker, M., (2000), Marketing Theory, A Student Text, Thompson..
Brassington, F., & Pettitt, S., (2006), Principles of Marketing, 4th Edition, Prentice Hall..
Kotler, P., Armstrong, G., Wong, V. & Saunders, J., (2004), Principles of Marketing, European Edition, Prentice Hall..
Blythe, J., (2008), Essentials of Marketing, 4th Edition, Prentice Hall..
Rogan, D., (2007), Marketing: An Introduction for Students in Ireland, 3rd Edition, Gill & Macmillan..
Klein, N., (2004), No Logo, Picador.
Walker, R., (2008), I’m With the Brand: The Secret Dialogue Between What We Buy and Who We Are, Constable Publishing.
Heath, J. & Potter, A. (2006), The Rebel Sell: How the Counter Culture Became Consumer Culture, Capstone..
Ries, A. & Trout, J, (2001), Positioning: The Battle for Your Mind, 2nd edition, McGraw-Hill Professional..
This module does not have any article/paper resources
This module does not have any other resources
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Review
Module Teaching and Learning (including formative assessment) Strategy
Work-based learning and practice placement
E-Learning
Module Physical resource requirements
Specifications for module staffing requirements
Sample assessment materials
Timetabling, learner effort and credit
Module assessment rationale
Discussion Note:
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