Module Details

Module Code: MRKT6005
Title: Marketing Strategy Principles
Long Title: Marketing Strategy Principles
NFQ Level: Fundamental
Valid From: Semester 1 - 2021/22 ( September 2021 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 8 programme(s)
Module Description: The aim of this module is to develop in students an understanding of the basic principles of marketing strategy. The module will enable students to apply the concepts and principles of marketing to practical situations.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Describe the issues relating to product management.
LO2 Discuss the role of pricing in effective marketing.
LO3 Discuss aspects of the promotions mix.
LO4 Outline the process of choosing distribution strategies.
LO5 Explain the nature of services and business-to-business marketing.
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).
Introduction to Marketing
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
Product management.
Product policy, product lifecycle, new product developement, branding, packaging.
Pricing Strategy
The pricing process, pricing approaches and strategies.
Promotions Mix
The role of promotional mix tools, integrated marketing communications.
Distribution Strategies
Functions of distribution channels, relations with channel members, channel decision process.
Services & business to business marketing
Nature and characteristics of services, services marketing mix, nature and characteristics of business markets.
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Presentation % of Total Mark 40
Timing Week 10 Learning Outcomes 1,2,3,4
Assessment Description
Students are required to work in groups and present a marketing strategy.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
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 Class based instruction Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Independent study Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact lecture Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact No Description Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • John Fahy and David Jobber. (2019), Foundations of Marketing, 6th. McGraw-Hill Education / Europe, Middle East & Africa, [ISBN: 9781526847348].
Supplementary Book Resources
  • David Jobber and Fiona Ellis-Chadwick. (2019), Principles and Practice of Marketing, 9th. McGraw-Hill Education / Europe, Middle East & Africa, [ISBN: 9781526847232].
  • Gary Armstrong, Philip T Kotler with Marc Oliver Opresnick. (2019), Marketing: An Introduction Global Edition, 14th. Pearson, [ISBN: 9781292294865].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 3 Group Elective 2
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 2 Mandatory
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 2 Mandatory
CR_BBTCO_7 Bachelor of Business in Business Technology and Communications 4 Elective
CR_BMNGT_7 Bachelor of Business in Management 1 Mandatory
CR_BGBPS_8 Bachelor of Science (Honours) in Global Business and Pilot Studies 2 Mandatory
CR_ECTWB_7 Bachelor of Science in Craft Technology (Wood) with Business 4 Mandatory
CR_BBUSS_6 Higher Certificate in Business 3 Elective