Module Details

Module Code: MRKT6023
Title: Marketing and Management
Long Title: Marketing and Management
NFQ Level: Fundamental
Valid From: Semester 1 - 2022/23 ( September 2022 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module introduces the key concepts of marketing and management, exploring some of the key issues important in their application in business.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain marketing theory, principles and concepts.
LO2 Outline the importance of a customer focus to the long term success of an organisation.
LO3 Provide an overview of the role of branding, market segmentation, targeting, and positioning.
LO4 Discuss the elements of the marketing mix and their application.
LO5 Outline the skills of successful marketing managers.
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
Marketing
Definition of marketing, historical development and importance of marketing, introduction to the elements of The Marketing Mix.
Markets
Market segmentation, targeting and positioning.
Consumers
Understanding consumer behaviour. Factors influencing consumer decision-making and the consumer decision-making process.
Branding
Branding concepts, importance and applications.
Introduction to Management
Introduction, functions of management, skills, duties and responsibilities of the marketing managers. Organisation & Leadership concepts pertaining to marketing management.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 30
Timing Week 6 Learning Outcomes 1,3,5
Assessment Description
Research into marketing concepts and application in business context.
Assessment Type Short Answer Questions % of Total Mark 30
Timing Week 9 Learning Outcomes 1,2,5
Assessment Description
SAQ assessment
Assessment Type Short Answer Questions % of Total Mark 40
Timing Week 12 Learning Outcomes 1,2,3,5
Assessment Description
SAQ Exam / Quiz
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

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 Lectures Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Self-directed 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 Lectures Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Self-directed study 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
  • Fahy & Jobber. (2019), Foundations of Marketing, 6th. McGraw Hill, London, [ISBN: 9781526847348].
Supplementary Book Resources
  • Baines, Whitehouse, Antonetti & Rosengren. (2021), Fundamentals of Marketing, 2nd. Oxford University Press, Oxford, [ISBN: 9780198829256].
  • Tierney & Morley. (2019), Modern Management: Theory And Practice For Students In Ireland, 5. IPA, Dublin, [ISBN: 9781910393277].
  • Griffin. (2014), Fundamentals of Marketing, 8. Cengage, [ISBN: 9781285849041].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_EABMT_8 Bachelor of Science (Hons) in Automotive Business Management and Technology 1 Mandatory