Module Details

Module Code: MRKT6004
Title: Introduction to Marketing
Long Title: Introduction to Marketing
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: 10 programme(s)
Module Description: To introduce students to the objectives and theory of marketing as a business function.The module explores the role of marketing within organisations and how marketing can be used in the achievement of an organisation's goals and objectives. It fosters in students detailed knowledge of the role of marketing in a competitive and dynamic business environment.
 
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 Discuss how to undertake basic research and marketing planning in an informed and effective manner.
LO3 Outline the importance of a customer focus to the long term success of an organisation.
LO4 Discuss the role of market segmentation, targeting, and positioning.
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 theory, principles and concepts
Definition of marketing, historical development of the concept, importance of marketing, introduction to marketing mix, environment & competitor analysis.
Marketing research and marketing planning
Approaches to conducting marketing research, types of research, the research process, the marketing planning framework.
Consumer Behaviour
Factors influencing consumer decision-making, stages of the consumer decision-making process.
Market segmentation, targeting, and positioning
Market segmentation, targeting and positioning.
Module Content & Assessment
Assessment Breakdown%
Coursework30.00%
End of Module Formal Examination70.00%

Assessments

Coursework
Assessment Type Short Answer Questions % of Total Mark 30
Timing Week 6 Learning Outcomes 1,2
Assessment Description
Students will be required to answer a variety of open ended questions and multiple choice 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 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 Independent 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
  • 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 and Philip T Kotler with Marc Oliver Opresnick. (2019), Marketing: An Introduction Global Edtion, 14th. Pearson, [ISBN: 9781292294865].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_FHEBU_8 Bachelor of Arts (Honours) in Home Economics and Business 3 Mandatory
CR_BBUSS_7 Bachelor of Business 1 Mandatory
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 1 Mandatory
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 1 Mandatory
CR_BBTCO_7 Bachelor of Business in Business Technology and Communications 1 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 1 Mandatory
CR_ECTWB_7 Bachelor of Science in Craft Technology (Wood) with Business 3 Mandatory
CR_BBUSS_6 Higher Certificate in Business 1 Mandatory