MKTG06093 2022 Principles of Marketing 1
Full Title
Principles of Marketing 1
Transcript Title
Principles of Marketing 1
Code
MKTG06093
Attendance
N/A %
Subject Area
MKTG - 0414 Marketing & Advertising
Department
BUS - Business
Level
06 - Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Paul McWeeney
Programme Membership
SG_BBUSI_H08 202200 Bachelor of Business (Honours) in Business
SG_BFINA_H08 202200 Bachelor of Business (Honours) in Finance and Investment
SG_BBUSB_H08 202200 Bachelor of Business (Honours) in Business
SG_BFINA_B07 202200 Bachelor of Business in Finance and Investment
SG_BBUSE_C06 202400 Higher Certificate in Business in Business (exit)
SG_BBUSE_B07 202400 Bachelor of Business in Business (exit)
Description
The primary objective of this module will be to provide a comprehensive, well-structured and leading-edge introduction to the fundamentals of marketing, covering key questions about organisations operating in both the private and public sectors. The aim will be to enable the learner to derive maximum added value from the teaching and learning of marketing through the provision of basic concepts and discussion of analytical frameworks. This pedagogical path will provide the core foundation for the development of critical appraisal skills as the learner develops an integrated view of the marketing function and operating environment. It will attempt to identify the methods organisations use to add value to their assets through the implementation of effective marketing strategies and the challenging economic climate facing companies in recent times.
The module will explore the shifting economic performance of organisations emerging from a post-pandemic world and the rapid adoption of issues like environmental sustainability, data analytics, technology, emerging media platforms and the growing power of particular economies in the developed world.
Learning Outcomes
On completion of this module the learner will/should be able to;
1.
Appreciate the significance of key concepts associated with marketing and the strategic implications for the contemporary organisation
2.
Differentiate between the various forces required to gain an understanding of the internal and external environment and how they may affect the marketing management decision maker
3.
Describe the importance of the research process and be able to design, conduct and interpret a chosen method of systematic market research
4.
Demonstrate how consumer buyer behaviour can affect the purchase decision and the analytical models that may be used to evaluate the consumer decision making process
5.
Critically appraise the design of a customer-driven marketing strategy, the importance of branding, the product life cycle and new product development
6.
Comprehend referenced online material with a strategic emphasis from academic journals, magazines, URL's and podcasts
Teaching and Learning Strategies
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Teaching and Learning Strategies IT Sligo CELT page
Consider each learning outcome and how it can be achieved through your teaching, influencing the learning of students. The following list may help you think of strategies to support your students’ learning:
Academic Writing Tutorial
Accessible course material
Active Learning
Brainstorming
Buzz Groups
Case studies
Consider diverse learning abilities
Debate
Discussions
Fieldtrips
Flipped classroom
Inclusive teaching
Integrate prior knowledge
Interactive
Laboratory Work
Lectures
Modelling
One-minute essay
Peer-review
Planning
Problem Solving
Reading
Reflect
Research
Short Quizzes
Silent reflection
Simulation
Specified learning activities
Team teaching
Tutorials
Use of Moodle as a repository
Workshops
Module Assessment Strategies
(Hold down CTRL and click on link to access)
Types of assessment:
Examination
Case Studies
Essays
Interviews (Oral Examinations)
Laboratory work
Multi-Choice Questions
Open Book Examination
Paper
Portfolio (or Reflective Diaries)
Podcasts
Poster (or Infographic)
Practicals
Programming (Code and Video)
Questionnaire
Video animation
Video (or Presentation)
Guidance on the assessment methods above and how to ensure equity to all students can be found in the article Don’t Panic: The Hitch-hikers Guide to Alternative Assessment.
Valuable guidance to all assessment and feedback can be found on the IT Sligo CELT Moodle Page
Repeat Assessments
Repeat exam or assignment.
Indicative Syllabus
1. Defining Marketing and the Marketing Process
- Introduction to the discipline and a historical review of theory and concepts
- The company and marketing : partnering to build and reinforce customer relationships
- Appreciate the contribution of marketing both at an economic and social level
- A changing marketing landscape – new digital and social media age, rapid globalisation, ethics and corporate social responsibility and the growth of not-for-profit sector
- Strategic implications - ‘Doing’ marketing and real marketing in practice
2. The Marketing Environment and responding to uncertainty in a New World
- Reacting to and proactively analysing the micro-environment
- Reacting to and proactively analysing the macro-environment
- Making the strategic connection – linking the theory to the marketing environment in an era of continuous flux and turbulent times
3. Marketing Information Systems and Developing Customer Insights
- Defining research objectives and designing the research plan
- Collecting internal, secondary or generating primary data
- Implementation of the research plan
- Interpreting data and reporting findings to decision makers
- Appreciate ethical considerations involved when conducting research
4. The Changing Context of Consumer Markets and Buyer Behaviour
- The consumer buyer behaviour model
- Characteristics affecting purchase behaviour
- Differing consumer behaviour across global boundaries
5. Designing a Customer Value Driven Strategy and the Marketing Mix
- Market segmentation, targeting and positioning
- Differentiation and positioning for maximum competitive advantage
- Communicating and delivering the chosen strategy
6. Value through Products and approaches to Branding Strategy
- What constitutes a ‘product’ in a consumer driven world
- Branding strategy – building equity and managing a strong global brand
- The product life cycle, appropriate strategies and additional considerations
- Understanding new product development strategy – creating a culture of customer centred team based innovation in organisations
7. The Value Concept and importance of the Pricing Function
- Product pricing approaches – market skimming and penetration pricing
- Product mix strategies – line, optional, captive and product bundle pricing
- Price adjustment strategies – discounting, segmented and psychological pricing
Coursework & Assessment Breakdown
Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %
Coursework Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Marketing Analysis, Case Study or In-Depth Report | Project | Assignment | 20 % | Week 7 | 1,2,3 |
| 2 | Presentation and Research Interview | Coursework Assessment | Assessment | 10 % | OnGoing | 4,5,6 |
End of Semester / Year Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Terminal Invigilated Exam | Final Exam | Closed Book Exam | 70 % | Week 15 | 1,2,3,4,5,6 |
Full Time Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Lecture | Lecture Theatre | Class Room Learning | 3 | Weekly | 3.00 |
| Group Learning | Flat Classroom | Group Discussion and Topic Reinforcement | 1 | Weekly | 1.00 |
Total Full Time Average Weekly Learner Contact Time 3.00 Hours
Required & Recommended Book List
Required Reading
2020-05-20 Principles of Marketing, Global Edtion
ISBN 1292341130 ISBN-13 9781292341132
2020-05-20 Principles of Marketing, Global Edtion
ISBN 1292341130 ISBN-13 9781292341132
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. For principles of marketing courses that require a comprehensive text. Learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Pearson Pearson MyLab Marketing is not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. Reach every student by pairing this text with Pearson Pearson MyLab Marketing MyLab(tm) is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.
Recommended Reading
2020-11-24 Social Media Marketing Sage Publications Limited
ISBN 1529731984 ISBN-13 9781529731989
2020-11-24 Social Media Marketing Sage Publications Limited
ISBN 1529731984 ISBN-13 9781529731989
A fully updated edition of the award winning textbook for social media marketing. With new case studies on a number of brands including TikTok, Puma and Nespresso and an updated companion website, this book is a must for anyone studying social media marketing.
Recommended Reading
2019 Principles of Marketing Pearson Higher Education
ISBN 1292269561 ISBN-13 9781292269566
2019 Principles of Marketing Pearson Higher Education
ISBN 1292269561 ISBN-13 9781292269566
Revised edition of the authors' Principles of marketing.
Recommended Reading
2019-03-19 Foundations of Marketing
ISBN 1526847345 ISBN-13 9781526847348
2019-03-19 Foundations of Marketing
ISBN 1526847345 ISBN-13 9781526847348
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
Recommended Reading
2019-03-29 Principles and Practice of Marketing
ISBN 152684723X ISBN-13 9781526847232
2019-03-29 Principles and Practice of Marketing
ISBN 152684723X ISBN-13 9781526847232
The ninth edition of McGraw-Hills leading textbook, Principles and Practice of Marketing, provides a contemporaryand modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, thisauthoritative text provides students with a core understanding of the wider context of marketing operations withincompanies, illustrated with innovative examples of marketing in practice. It has been updated with the latestdevelopments, such as trends towards social and ethical marketing and cutting-edge technological change
Recommended Reading
2016 Marketing
ISBN 1292146508 ISBN-13 9781292146508
2016 Marketing
ISBN 1292146508 ISBN-13 9781292146508
Recommended Reading
2012-03-09 Social Media Marketing: A Strategic Approach Cengage Learning
ISBN 0538480874 ISBN-13 9780538480871
2012-03-09 Social Media Marketing: A Strategic Approach Cengage Learning
ISBN 0538480874 ISBN-13 9780538480871
Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Recommended Reading
1998-06-01 Competitive Strategy Free Press
ISBN 0684841487 ISBN-13 9780684841489
1998-06-01 Competitive Strategy Free Press
ISBN 0684841487 ISBN-13 9780684841489
Now nearing its sixtieth printing in English and translated into nineteen languages, Michael E. Porter's Competitive Strategy has transformed the theory, practice, and teaching of business strategy throughout the world. Electrifying in its simplicitylike all great breakthroughsPorters analysis of industries captures the complexity of industry competition in five underlying forces. Porter introduces one of the most powerful competitive tools yet developed: his three generic strategieslowest cost, differentiation, and focuswhich bring structure to the task of strategic positioning. He shows how competitive advantage can be defined in terms of relative cost and relative prices, thus linking it directly to profitability, and presents a whole new perspective on how profit is created and divided. In the almost two decades since publication, Porter's framework for predicting competitor behavior has transformed the way in which companies look at their rivals and has given rise to the new discipline of competitor assessment. More than a million managers in both large and small companies, investment analysts, consultants, students, and scholars throughout the world have internalized Porter's ideas and applied them to assess industries, understand competitors, and choose competitive positions. The ideas in the book address the underlying fundamentals of competition in a way that is independent of the specifics of the ways companies go about competing. Competitive Strategy has filled a void in management thinking. It provides an enduring foundation and grounding point on which all subsequent work can be built. By bringing a disciplined structure to the question of how firms achieve superior profitability, Porters rich frameworks and deep insights comprise a sophisticated view of competition unsurpassed in the last quarter-century.
Module Resources
Non ISBN Literary Resources
Journal Resources
Academy of Marketing Science Review
Business Horizons
Bloomberg
Californian Management Review
Corporate Responsibility Journal
European Journal of Marketing
Emerald, Factfinder, Infotrac Onefile, Infotrac Newspaper and Science Direct
Harvard Business Review
Journal of International Marketing
Journal of the Academy of Marketing Science
Journal of Marketing Research
International Journal of Research in Marketing
Irish Marketing Review
Journal of Change Management
Journal of Consumer Research
Journal of Strategic Marketing
Journal of World Business
Long Range Planning
Management Decision
MIT Sloan Management Review
Thunderbird International Review
Strategic Management Journal
Financial Times Archives
Business Post Archives
URL Resources
Referenced Links and relevant URL's will be repeatedly mentioned in class and group sessions
Other Resources
Additional Information