MKTG06094 2022 Principles of Marketing 2

General Details

Full Title

Principles of Marketing 2

Transcript Title

Principles of Marketing 2

Code

MKTG06094

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)

Aileen Brennan, 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 objective of this module is to build upon ‘Principles of Marketing 1’ and further develop the learner’s understanding of the discipline and appropriate applications. The mission will be to position the learner at the vanguard of marketing thinking that shapes company behaviour. This module will provide a detailed, comprehensive and in-depth treatment of multiple topics, covering key questions about contemporary organisations operating in both the private and public sector.

This pedagogical process will enable the learner derive maximum value from teaching and learning through the provision of key concepts and analytical frameworks. Such an approach will encourage the development of critical appraisal skills as the learner constructs an integrated view of the discipline and the operational environment. It will highlight how organisations add value to their assets through the development of effective marketing planning and strategy. The module will explore the shifting economic fortunes of organisations recovering in a post pandemic world and the rapid adoption of topics like environmental sustainability, data analytics, technology, emerging media platforms and the growing influence of particular economies in the developed world.

Learning Outcomes

On completion of this module the learner will/should be able to;

Appreciate the shifting communications model process and the benefits of integrated marketing communications in communicating and creating customer value

Explain why businesses use distribution channels and discuss the contribution which these various channels make to organisational success

Appraise the general principles governing the management of services and the additional marketing considerations that the service encounter requires e.g. service quality and differentiation

Discuss how the international trade system and different economic, political-legal and cultural environments affect an organisation’s marketing decisions and how companies adapt their marketing mixes for entering different markets

Demonstrate how the digital age is affecting both the marketer and consumers and how companies have responded to improved technologies and new media with business strategies

Critically evaluate the principles of socially responsible behaviour, explain the role of ethics to good corporate citizenship and be aware of societal criticisms of the discipline

Understand referred to online material with a marketing emphasis from academic journals and magazines

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 assignment.

Indicative Syllabus

1. Integrated Marketing Communications and Engaging the Modern Consumer

The new communications landscape and a shifting communications model
Need for integrated marketing communications campaign – advertising, sales promotion, personal selling, public relations and direct marketing strategy
Shaping the overall promotional mix and evaluating its effectiveness

2. Marketing Channels, Delivering Customer Value and Supply Chain Management

Nature and importance of channel members
Marketing logistics and supply chain management
Channel design and strategic management
Critical reflections – case studies and examples

3. Unique Characteristics of Services Marketing

Nature and unique characteristics of a service
Service quality and customer care programs
Strategies for the marketing of service businesses

4. The Global Marketplace and International Consumer in a New World

Deciding whether to internationalise and which markets to target
Doing 21^st century business in a global marketing environment
Methods of entering and navigating challenging new market opportunities

5. Online, Social Media, Mobile and Direct Marketing – A Strategic Approach

Social media, mobile, direct and on-line marketing best practice
Integrated marketing strategy in a new digital age
E-commerce, m-commerce and c-commerce
Challenges of the digital age – intermediaries, society and customisation
Strategic implications - ‘doing’ digital marketing and digitalisation in practice

6. Sustainable Marketing - Social Responsibility and Ethical Practices

Reviewing and linking the different concepts
Social criticisms of ethical behaviour in the marketing discipline
Public actions to promote sustainable practices – consumerism and sustainability
Business actions towards socially responsible sustainable practices

7. Creating Competitive Advantage - Strategy and Planning

Strategy generation and competitive advantage (skills, resources, implementation)
Strategic mission, goals, objectives and audits
Strategic co-operation, forming alliances and the strategic audit

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	Case Study, In-Depth Report or Market Analysis	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	1,2,3,4,5,6,7

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	Tutorial	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
2019-03-01 EBOOK: Foundations of Marketing, 6e McGraw Hill
ISBN 9781526847355 ISBN-13 1526847353

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy. Discover: How marketing adds value to customers and organizations How innovative brand positioning drives commercial success How new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levels How marketing planning and strategy gives direction to an organizations marketing effort and co-ordinates its activities. Key features: Marketing Spotlights showcase the marketing innovations of brands including Adidas, Crayola, Samsung and KFC. Marketing in Action boxes offer varied examples of real companies campaigns in the UK, Scandinavia, The Netherlands and internationally. Critical Marketing Perspective boxes encourage critical thinking of ethical debates to stimulate student discussion about socially responsible practice and encourage critical analysis of these issues. 12 brand new end of chapter Case Studies including Fjallraven, Primark, Uber and BrewDog give in-depth analysis of companies marketing strategies, with dedicated questions to provoke student enquiry. Marketing Showcase videos feature interviews with business leaders and marketing professionals, offering insights into how different organisations have successfully harnessed the elements of the marketing mix.

Recommended Reading
2016 Marketing
ISBN 1292146508 ISBN-13 9781292146508

Recommended Reading
2015-08-06 Marketing
ISBN 1292017511 ISBN-13 9781292017518

The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.

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.

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

Sunday Business Post

The European Case Clearing Centre (ECCH)

URL Resources

Relevant Links and URL's will be referenced repeatedly in class and group sessions.

Other Resources

Additional Information