Module Details

Module Code: AUTO8001
Title: Automotive Marketing Practices
Long Title: Automotive Marketing Practices
NFQ Level: Advanced
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 5251 - Automotive Engineering
Module Delivered in: 2 programme(s)
Module Description: This module is designed to provide a comprehensive understanding of the importance and application of marketing strategies within the Automotive and Transport industries.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss the marketing principles and processes used within the automotive and transport industries.
LO2 Differentiate the marketing strategies used at all levels within the motor industry, from manufacturer, sales to after-sales functions.
LO3 Evaluate market research techniques and their application within the automotive sector.
LO4 Describe and analyse the elements of the marketing communications mix
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
The Marketing Process
Objectives of marketing. Importance of marketing within the automobile and transport industries. Ethical issues in marketing.
Automotive Marketing Research
Stages in the marketing research process and their application within all levels of the Automotive sector. Qualitative and quantitative techniques. Research analysis and validation for motor vehicle sales and after-sales applications.
Product & Market Management
Product Life Cycles within the Automotive Industry; market segmentation; branding, targeting, product positioning strategies employed within the motor industry for vehicles, parts and services.
The Marketing Mix
Elements of the marketing mix and their appliation at all levels within motor vehicle sales an after-sales activities. Marketing planning.
The Communications Mix
Elements of the communications mix. Marketing communications models. Strategies used by organisations within the motor industry to communicate with prospective customers at sales and after-sales levels.
Services Marketing & Relationship Marketing
Importance of services marketing in the motor industry. Service classification; service quality. Relationship marketing and customer care within automotive sales and after-sales contexts.
Module Content & Assessment
Assessment Breakdown%
Coursework30.00%
End of Module Formal Examination70.00%

Assessments

Coursework
Assessment Type Essay % of Total Mark 30
Timing Week 7 Learning Outcomes 1,3
Assessment Description
Discussional Type questions
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 70
Timing End-of-Semester Learning Outcomes 1,2,3,4
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Review of lecture material & further research Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
This module has no Part Time workload.
 
Module Resources
Recommended Book Resources
  • Kotler, Armstrong, Harns & Piercy. (2013), Principles of Marketing, 6th European Ed. Pearson Ed, [ISBN: 9780273742975].
Supplementary Book Resources
  • Patricia Medcalf. (2004), Marketing communications, Gill & Macmillan, Dublin, [ISBN: 9780717135752].
  • Adrian Palmer. (2014), Principles of Services Marketing, 7th. McGraw-Hill, Berkshire, [ISBN: 9780077152345].
This module does not have any article/paper resources
Other Resources
  • Magazine, The Society of The Irish Motor Industry. Irish Motor Management.
  • Magazine, The Institute of The Motor Industry. Motor Industry Magazine.
  • Website, www.mii.ie. MII Website, The Marketing Institute of Ireland.
  • Website, www.businessandfinance.ie. Businessand Finance Website.
  • Website, www.motor.org.uk. Motor.Org Website.
  • Website, www.businessworld.ie. Businessworld website.
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_TTMGT_8 Bachelor of Science (Honours) in Transport Management 2 Mandatory
CR_EABMT_8 Bachelor of Science (Hons) in Automotive Business Management and Technology 7 Mandatory