MMD7121 - Marketing Principles

Objectives:

On successful completion of the module, students will be able to:
Clarify and critically review marketing functions and the role that marketing plays in achieving organisational success.
Critically evaluate the strengths and weaknesses of alternative methods of data collection and analysis
With critical awareness examine the challenges for marketing decision-makers in the modern organisation.
Demonstrate self-direction and originality in formulating marketing plans, including marketing strategies and appropriate marketing mix.
Explore and manage the impact of marketing on society and the importance of developing appropriate cultural, ethical and environmental approaches.

Content:

The module is designed to develop a critical awareness of the role of marketing and the management of marketing functions in the modern organisation. The contribution of marketing to organisational performance in increasingly competitive and rapidly changing environments will be critically reviewed. The module will also focus on what being market oriented means in practice to organisations operating in both manufacturing and service industries as well as profit and non-profit enterprises.
- Markets, trends and the forces of the marketing environment
- Marketing in contemporary organisations
- Buying behaviour in consumer, business and third sector markets
- The organisation and its customers
- Target marketing and positioning
- Competitors and competitive strategy
- Marketing information systems, including marketing research
- The marketing mix
- The marketing planning process
- Marketing communications
- The importance of ethically and socially responsible marketing in the global environment

Learning and Teaching Information:

The module uses active learning workshops focusing on practical work-related issues. Students receive a learning package prior to the workshop to facilitate active participation. The management workshops give students practice in professional skills.

Lectures/workshops (online)
Hours: 15
Intended Group size: 25

Guided independent studies
Hoours: 80
intended Group size: 1

Tutorials/consultation
Hours: 5
Intended Group size: 25

Further details relating to assessment
Working in groups, students will have to select and characterise a marketing trend and critically evaluate its influence on a chosen organisation.
Case study individual report. Students will elaborate a marketing plan for the organisation.
The combination of a group project and assignment allows students to both apply the teamwork, self-management, communication etc. skills they develop during the module as well as the direct assessment of these skills and the individual knowledge that students are expected to acquire throughout the module.

Do all individual components need to be passed to pass the module overall? Yes
Is this module exempt from condonement of marginal failure? Yes

Assessment:

Fact File

Module Coordinator - PRS_CODE=
Level - 7
Credit Value - 10
Pre-Requisites - NONE
Semester(s) Offered - S1

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