MKTG06093 2022 Principles of Marketing 1

General Details

Full Title

Principles of Marketing 1

Transcript Title

Principles of Marketing 1

Code

MKTG06093

Attendance

N/A %

Subject Area

MKTG - Marketing

Department

BUS - Business

Level

06 - NFQ 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_BBUSJ_B07 202200 Bachelor of Business in Business SG_BBUSI_C06 202200 Higher Certificate in Business in Business SG_BFINA_B07 202200 Bachelor of Business in Finance and Investment SG_BBUSB_H08 202200 Bachelor of Business (Honours) in Business SG_BBUSI_H08 202200 Bachelor of Business (Honours) in Business SG_BFINA_B07 202200 Bachelor of Business in Finance and Investment SG_BBUSI_C06 202200 Higher Certificate in Business in Business SG_BBUSJ_B07 202200 Bachelor of Business in Business

Description

The primary objective for 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 derive maximum added value from the teaching and learning of marketing through the provision of basic concepts and discussion of the 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;

Appreciate the significance of key concepts associated with marketing and the strategic implications for the contemporary organisation

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

Describe the importance of the research process and be able to design, conduct and interpret a chosen method of systematic market research

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

Critically appraise the design of a customer-driven marketing strategy, the importance of branding, the product life cycle and new product development

Comprehend referenced online material with a strategic emphasis from academic journals, magazines, URL's and podcasts

Teaching and Learning Strategies

(Hold down CTRL and click on link to access)

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

Enquiry-based learning

Feedback Loop

Fieldtrips

Flipped classroom

Group work

Inclusive teaching

Integrate prior knowledge

Interactive

Laboratory Work

Lectures

Modelling

One-minute essay

Peer-review

Planning

Presentation

Problem Solving

Reading

Reflect

Research

Short Quizzes

Silent reflection

Simulation

Specified learning activities

Team teaching

Tutorials

UDL

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

Tips for incorporating flexibility into assessments

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 4.00 Hours

Required & Recommended Book List

Recommended Reading
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.

Recommended Reading
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
2016 Marketing
ISBN 1292146508 ISBN-13 9781292146508

Recommended Reading
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
2019 Principles of Marketing Pearson Higher Education
ISBN 1292269561 ISBN-13 9781292269566

Revised edition of the authors' Principles of marketing.

Required Reading
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

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
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.

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