Module Details

Module Code: MRKT6008
Title: Marketing Essentials with Tech
Long Title: Marketing Essentials with Tech
NFQ Level: Fundamental
Valid From: Semester 1 - 2023/24 ( September 2023 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module introduces the student to the principles and concepts of marketing whilst emphasising the role of technology in current marketing practice. The module introduces students to various aspects of marketing such as the marketing environment, and how data can be collected and utilised to solve marketing problems. This will be viewed in terms of consumer behaviour, customer experience and segmenting and targeting customers.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss the principles and core concepts of marketing with an emphasis on the role of technology.
LO2 Discuss the importance of environmental analysis at a micro and macro level in a range of industry types.
LO3 Critique qualitative and quantitative modes of research to explain how data can be collected and used to make smart marketing decisions.
LO4 Discuss the various approaches to market segmentation, targeting and positioning and critique the role of technology to enact this process.
LO5 Evaluate the consumer decision making process and the factors that influence buyer behaviour with particular emphasis on customer experience in a digital environment.
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, the historical development of marketing, the marketing mix, and how firms are using technology to engage in more effective marketing practice.
The Marketing Environment
The importance of environmental analysis, micro and macro forces, social responsibility, ethical marketing practices and how technology is transforming the global marketplace.
Market Research
The market research process, including research strategies and research methods. An examination of the changing nature of market research through the use of technology.
Consumer Behaviour
Factors influencing consumer decision making, such as personal, social and psychological. The consumer decision making process, online customer experience and the changing role of technology in consumer buyer behaviour.
Segmentation, Targeting and Positioning
Market segmentation, targeting, positioning and repositioning. The role of technology and data in assisting this process.
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 40
Timing Week 8 Learning Outcomes 1,2
Assessment Description
Students will examine a marketing topic. For example the 4 Ps of Marketing.
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 2 hour 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 Students will be expected to do 4 hours of 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 Class Based Instruction Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Students will be expected to do 4 hours of independent study Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • John Fahy. (2022), Foundations of Marketing, McGraw Hill, [ISBN: 9781526849007].
Supplementary Book Resources
  • David Jobber Professor, Fiona Ellis-Chadwick. (2019), Principles and Practice of Marketing, 9th. McGraw Hill / Europe, Middle East & Africa, [ISBN: 9781526847232].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBISY_8 Bachelor of Business (Honours) in Information Systems 2 Mandatory