Module Details
| Module Code: |
MRKT8020 |
| Title: |
Sales & Marketing
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Long Title:
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Sales & Marketing
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| NFQ Level: |
Advanced |
| Valid From: |
Semester 1 - 2018/19 ( September 2018 ) |
| Field of Study: |
3420 - Marketing & Advertising
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| Module Description: |
This module aims to provide learners with a thorough understanding of the marketing and sales issues facing modern business in a global context. The module will equip learners with detailed knowledge of the role of marketing and sales in a competitive and changing business environment.
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| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| # |
Learning Outcome Description |
| LO1 |
Explain marketing and sales theory principles. |
| LO2 |
Discuss the importance of environmental analysis for the selection of appropriate marketing and sales strategies in a global environment context. |
| LO3 |
Examine the role of marketing and sales in a diverse competitive environment using digital marketing and market segmentation to achieve a superior customer focus. |
| LO4 |
Develop a strategic practical approach to sales force design, territory management and relationship selling for national and international settings. |
| LO5 |
Analyse the factors involved in sales force management particularly on a global scale. |
| LO6 |
Assess the activities involved in accurate sales forecasting, budgeting and sales force evaluation. |
| LO7 |
Integrate the ethical aspects of marketing and sales in a global setting. |
| 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).
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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.
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| No incompatible modules listed |
Co-requisite Modules
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| 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.
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| No requirements listed |
| Indicative Content |
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Marketing and Sales Theory Principles
This section will define marketing and sales and explore the evolution of both disciplines. The differences between marketing and sales will be discussed. The development and role of sales in the marketing concept analysing various sales strategies. The importance of aligning sales and marketing goals, understanding the marketing mix and the importance of brand management over the product life cycle with particular reference to the aviation industry. Pricing objectives will be explored and also the choices available for channel selection and logistics. The marketing communications mix will focus on the practical uses and benefits of digital marketing in a global marketplace.
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Environmental Analysis
This section will examine the changing nature of global marketing and sales environments especially in the aviation industry. It will explore the changing consumer and assess consumer and organisational buyer behaviour incorporating B2B and B2C sales strategies. Sales settings and the factors involved in international selling will be analysed. Legal and ethical issues in marketing and sales on a global context will be discussed.
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Market Segmentation and Competitor Analysis
This section will explore market segmentation, targeting and positioning strategies. It will examine the nature of international competition focusing especially on the aviation industry. Application of Porter's Five Forces Model of Competition. Core competencies and the development of a competitive advantage using generic competitive strategies will be examined.
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Sales Techniques
This section will examine prospecting and lead generation, the preparation for selling and the development of personal selling skills including the characteristics of a sales presentation using Microsoft Powerpoint. Designing and implementing a key account management strategy, the development of relationship selling and the importance of customer centricity in selling. Analysis of customer loyalty, lifetime value and customer relationship management especially in the aviation industry. Territory management, direct marketing and the use of information technology in selling and sales management will be explored.
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Sales Management
This section will examine strategies for the recruitment, selection, motivation, training, development and retention of a sales force, as well as methods of organising and compensating the sales force especially on a global scale. It will examine the development of a high performance sales culture and efficient time-management for sales people. Ethics in selling and sales management actions to prevent unethical sales behaviour will be discussed. It will explore the various strategies for dealing with stress in sales roles.
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Sales Control
This section centres on the issues involved in sales forecasting using quantitative and qualitative techniques. The role of marketing research and marketing planning. Budgeting for sales and allocation decisions. The sales force evaluation process incorprorating setting standards of performance and methods of measuring performance. Methods for comparing sales force performance with objectives.
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Module Content & Assessment
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| Assessment Breakdown | % |
|---|
| Coursework | 100.00% |
Assessments
| 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.
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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 |
Delivery of content and material underpinning learning outcomes |
Every Week |
3.00 |
3 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Reading, study and related assignments |
Every Week |
11.00 |
11 |
| Total Hours |
14.00 |
| Total Weekly Learner Workload |
14.00 |
| Total Weekly Contact Hours |
3.00 |
| Workload: Part Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Delivery of content and material underpinning learning outcomes |
Every Week |
3.00 |
3 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Reading, study and related assignments |
Every Week |
11.00 |
11 |
| Total Hours |
14.00 |
| Total Weekly Learner Workload |
14.00 |
| Total Weekly Contact Hours |
3.00 |
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Module Resources
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| Recommended Book Resources |
|---|
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Fahy, J. and Jobber, D.. (2015), Foundations of Marketing, 5th. McGraw-Hill Education, Berkshire, England., [ISBN: 9780077167950].
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Jobber, D. and Lancaster, G.. (2015), Selling and Sales Management (E-Book), 10th. Pearson, Harlow, England., [ISBN: 9781292078038].
| | Supplementary Book Resources |
|---|
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Cassell, J. and Bird, T.. (2014), Brilliant Selling, 2nd. Pearson Education, [ISBN: 9781292083247].
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Dibb, S.,Simkin, L.,Pride, W.M. and Ferrell, O.C.. (2016), Marketing: Concepts and Strategies, 7th. Cengage, [ISBN: 9781473725126].
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Johnston, M.W. and Marshall, G.W.. (2016), Contemporary Selling: Building Relationships, Creating Value (E-Book), 5th. Routledge, [ISBN: 9781138951235].
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Kotler, P. and Keller, K.. (2016), Marketing Management, 15th. Pearson Education, [ISBN: 9781292092621].
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Manning, G.L., Ahearne, M. and Reece, B.L.. (2017), Selling Today: Partnering to Create Value, 14th. Pearson, [ISBN: 9780134477404].
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Walker, G.. (2013), The CustomerCentric selling field guide to prospecting and business development (E-Book), 2nd. McGraw-Hill Education, [ISBN: 9780071808064].
| | Supplementary Article/Paper Resources |
|---|
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Hayward, K.. (2017), The Relationship Between Sales and
Marketing and the Impact to Your
Business,
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Hedges, Nick. (2016), How to Deal with Stress in Sales, Inc.com, p.2,
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Mc.Donald, M.. (2017), Market Segmentation: Still the bedrock
of Commercial Success, The Marketing Journal,
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McKinsey &Company. (2016), Where the big changes are happening in
sales and what they mean, Forbes,
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Moravick, A.. (2017), Foster Marketing and Sales alignment, or
forget about hitting your goals, Aberdeen Group,
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O’Toole, A.. (2018), Directors: Why You Need To Grasp
Marketing’s Strategic Value, Marketing Institute of Ireland,
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Sing!. (2016), Generating Leads Through Landing Pages -
What You Need To Know,
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The Sales Institute. (2018), The 6 traits/practices of top performing
sales teams,
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The Sales Institute. (2017), 7 Tips to design a sales compensation
plan that drives the right sales
performance,
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Vanilla Soft. Sales and Marketing Alignment: Bringing
the Pieces Together, Vanilla Soft,
| | Other Resources |
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Electronic Database, Ebsco Business Source Complete,
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Electronic Database, Emerald Insight,
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E-Journal, American Marketing Association. Resources,
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E-Journal, Irish Business Journal,
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E-Journal, Journal of Marketing Management,
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E-Journal, Journal of Selling,
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E-Journal, UK Chartered Institute of Marketing. Content Hub,
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Website, Amarach Research. Blog,
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Website, Marketing Institute of Ireland. Insights,
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Website, The Sales Institute. Insights,
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