MKTG06057 2016 Contemporary Marketing Practice
Full Title
Contemporary Marketing Practice
Transcript Title
Contemporary Mkting Practice
Code
MKTG06057
Attendance
N/A %
Subject Area
MKTG - 0414 Marketing & Advertising
Department
MKTS - Marketing, Tourism & Sport
Level
06 - Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Author(s)
Denise Lowe, Lisa Dunne
Programme Membership
SG_BDIGI_B07 201800 Bachelor of Business in Digital Marketing
SG_BSALE_B07 201600 Bachelor of Business in Marketing and Sales
SG_BINTE_H08 201600 Bachelor of Business (Honours) in International Marketing and Languages
SG_BSALE_B07 201700 Bachelor of Business in Marketing and Sales
SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French
SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish
SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing
SG_BSALE_B07 201900 Bachelor of Business in Business in Marketing and Sales
SG_BINTE_H08 201900 Bachelor of Business (Honours) in International Marketing and Languages
SG_BSALE_B07 202100 Bachelor of Business in Business in Marketing and Sales
SG_BINTE_H08 202100 Bachelor of Business (Honours) in International Marketing and Languages
SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages
SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales
Description
This subject aims to provide an introductory overview of contemporary marketing practice. The module will focus on Public Relations and Event Management, Services Marketing, International Marketing and Digital Media Marketing. The subject will provide an opportunity for students to gain practical experience of each area, and to learn from current industry examples and/or guest speakers.
Learning Outcomes
On completion of this module the learner will/should be able to;
1.
Demonstrate knowledge of the different areas of marketing practice
2.
Show an understanding of the role and importance of Event Management and Public Relations in an organisation
3.
Comprehend the unique features of Services Marketing
4.
Explain the importance and benefits of International Marketing
5.
Comprehend the growing importance of Digital Media Marketing for organisations
Teaching and Learning Strategies
This module is taught via project based learning, online interaction and lecture style teaching.
Module Assessment Strategies
The module is assessed by 100% continuous assessment. This comprises a group project and an individual assignment.
Repeat Assessments
Individual assignment or project
Indicative Syllabus
Introduction to Public Relations and Event Management
Introduction to Services Marketing
Introduction to International Marketing
Introduction to Digital Media Marketing
Coursework & Assessment Breakdown
End of Semester / Year Formal Exam
100 %
Coursework Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Individual Assignment | Coursework Assessment | Individual Project | 50 % | Week 6 | 1,2,3,4,5 |
| 2 | Group Assessment | Coursework Assessment | Group Project | 50 % | Week 12 | 1,2,3,4,5 |
Full Time Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Problem Based Learning | Flat Classroom | Tutorial Class | 2 | Weekly | 2.00 |
| Lecture | Lecture Theatre | Theory Lecture | 2 | Weekly | 2.00 |
Total Full Time Average Weekly Learner Contact Time 2.00 Hours
Module Resources
Non ISBN Literary Resources
Blade, C., Kennell, J., Abson, E., Wilde, N. (2012). Events Management An Introduction, Routledge
Cook, J. (2012). On Digital Marketing A Textbook for the Beginner (http://ondigitalmarketing.com/textbook) Montana State University
Gunning, E. (2007). Public Relations - A Practical Approach. Dublin: Gill and MacMillan
Hollensen, S. (2014). Global Marketing, Pearson
Palmer, A. (2011). Principles of Services Marketing. Berkshire: McGraw Hill
Wilson, A., Zeithaml, V., Bitner, MJ., Gremler, D. (2012). Services Marketing: Integrating Customer Focus Across
the Firm, McGraw Hill
URL Resources
http://ondigitalmarketing.com/textbook
ww.digitalmedia.ie
www.prii.ie
www.idaireland.com
Additional Information
The module is delivered through blended learning. Therefore both face to face and online delivery will be used.
Students will hear from professionals from contemporary marketing practice through the guest speaker series.