All organisations, whether commercial or not-for-profit, depend on marketing to understand and address the requirements of customers, and also to facilitate a proactive approach to a competitive marketplace. This module provides students with a comprehensive grounding in the core marketing concepts, theories and principles most relevant to the student’s future development of marketing strategies and the implementation of marketing practice.
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Defining Marketing:Historical development of marketing; The marketing concept, selling andproduction orientations; Introduction to marketing planning and strategy issues;Marketing in consumer, business-to-business, service, non-profit and internationalcompanies.Locating Marketing:Environmental scanning and analysis; Political and legal forces; Regulatory forces;Technological forces; Economic and Competitive forces. The importance ofunderstanding the environment in a local and international marketing context.Focusing Marketing:Segmentation, Targeting and Positioning: Defining markets; Approaches toidentifying target markets; Introduction to market segmentation bases; Tribalmarketing. The process of segmentation, targeting and positioning.Marketing & Buying Behaviour:Consumer and Organisational buying decision processes. Factors influencing thebuying decision process.The Product Dimension:Classifying products; Product characteristics; Managing the product element;Introduction to new product development processes; Branding – brand equity,brand culture. Packaging.The Distribution DimensionRole and patterns of distribution; Role, function and selection of intermediaries indomestic and international markets; Retailing and wholesaling; Physical & virtualdistribution.The Promotion Dimension:Integrated Marketing Communications. Role of promotion; The communicationsprocess. Elements of the promotion mix - Personal selling, Sales promotion,Advertising and Public Relations. Sponsorship.The Pricing Dimension:Role of pricing; Methods of setting prices; Factors affecting pricing decisions.Marketing Information:Introduction to market research and its role in marketing; The market researchprocess; marketing information systems.Marketing Applications:Application of marketing concepts and techniques to Business-to-business,Services and Non-Profit Concerns. Relationship marketing and customer deliveredvalue.Marketing and Society:Marketing ethics. The concept of social responsibility. Ethical decision-makingprocesseseMarketing:All content will be provided in both the traditional marketing context and thedigital marketing context
This module is delivered primarily through a series of lectures during which student participation will be actively encouraged. Guest lecturers will be used to develop students understanding of current marketing practice. Lecture notes will be available prior to the lectures via the module intranet in order to enhance student self-directed learning possibilities. Mini case studies will be utilised to engender discussion and illustrate real time marketing issues. Group learning will also be facilitated through the guided preparation of a marketing plan. The module will also have an embedded Information Literacy programme delivered by DIT Business college librarians in conjunction with the module deliverer. Total Teaching Contact Hours 7
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |