MKTG06092 2022 Marketing

This module aims to develop an understanding of the fundamental concepts, theories and practices of marketing and the role of marketing in all business functions. It looks at the importance of marketing research in evaluating past performance and for future decision-making. Students will also appreciate the importance of the customer experience and what influences consumer buyer behaviour.

The book presents an accessible introduction to marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, the book features digital marketing integrated throughout the chapters as well as a chapter on marketing planning and strategy

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences, along with case studies from companies such as Adidas, Marks & Spencer, Grohe and General Motors, are included throughout to ground the concepts in business reality. Accompanied by a range of online tools and templates, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

"This book is about creating a corporate culture that is so focused on taking care of and tending to employees and customers that the culture itself creates evangelists. Evangelists are special people who go out of their way to tell the world just how great you and your company are. They are exactly the kind of advocates that you want your organization's culture to create. That's the end result of The Cult of the Customer. There are many companies who have managed to build a culture that has reached this level-a culture rooted in a concept called amazement. In this book, I'll tell you their stories, show you exactly how they made The Cult of the Customer happen, and show you how you can make it happen, too. You'll start by determining what cult you're in now and then by figuring out what cult you want to be in. Bear this in mind as you make your way through this book: a cult is nothing more or less than a system of shared belief, interest, or experience-in other words, a group of people with a shared agreement about what they will be cultivating together. When it comes to business, I'm in a cult, and I hope you are, too: The Cult of the Customer! Years ago, I identified five phases that customers go through from the time they first start doing business with you until they become loyal to you and your company. That much was set, even though the names I gave those phases changed over time. Here is the interesting part-the part that matters to you and me as business people. Employees of your company go through identical phases. So for a company to create an amazing experience-one that creates not just loyal customers but company evangelists-the employees of that company must move through these phases before the customers do. These phases are the various cults that your company may be in. You'll learn about all these phases in this book"--

The fourth edition of this successful and well-established textbook provides an introduction to marketing theory, supported by examples of Irish and international marketing best practice. *New to this edition: * Completely updated perspectives on marketing theory and practice * Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline * New and updated case studies including the Love Irish Food Initiative, the Community Games Movement, Tayto, Flahavan's Porridge and Dubarry Footwear * Analysis of the changes that have taken place in the Irish marketing environment * Emphasis on the challenges that will face Irish marketers in coming years * A customer-centric approach to marketing is presented as the basis for making key decisions Additional resources for lecturers include: PowerPoint slides Multiple choice questions with answers Short questions with answers Case study teaching notes A 'Design a Questionnaire' exercise with answer Advertisement images and statistics tables from the text SUITABLE FOR - First and Second year business students at third level - Students taking a marketing module as part of any other course

As per book list.

Various Journals (Harvard Business Review, Irish Marketing Journal, McKinsey Quarterly, Journal of Marketing, Sloan Management Review, European Journal of Marketing, Irish Marketing Journal).

Library Databases (Emerald, Infotrac, Science Direct).

Various websites such as www.quickmba.ie; www.netmba.com; www.esri.ie; www.rgdata.ie; www.bitc.ie; www.asai.ie, www.prii.ie, www.adworld.ie, www.bci.ie, www.onside.ie, www.directbrand.ie, www.salesinstitute.ie).

Moodle Page.

Various Case Studies and Reports.

None.