H9FUMRK: Principles of

Marketing

Long Title: Principles of Marketing

Module Code: H9FUMRK

Credits: 10

NFQ Level: LEVEL 9

Field of Study: Marketing and advertising

Module Delivered in no programmes

Module Coordinator: MICHAEL BANE

Module editor: MICHAEL BANE

Module Description: The aim of this module is to provide students with a comprehensive knowledge of contemporary marketing
theory and practice, as well as, instil an appreciation of the necessity for committed marketing orientation in
current business practice in order to respond to the major managerial and strategic issues encountered in
commercial and not-for-profit organisations.

Learning Outcomes

On successful completion of this module the learner will be able to:

LO1 Assimilate the historical development of marketing, as well as demonstrate a comprehensive understanding of contemporary
marketing thought and practice.

LO2 Critically contemplate the role that marketing plays as a organizational function, its interrelationships with other organizational
functions and its role within modern institutions

LO3 Develop a comprehensive and insightful appreciation of the management and application of the fundamental tools and
processes of marketing.

LO4 Critique the contribution of marketing to consumer choice, exchange and meaning in society

LO5 Instil an appreciation of marketing ethics and societal marketing principles, encouraging learners to develop an insightful and
discerning outlook with regards to current marketing practice.

LO6 Synthesize, critically evaluate, select and apply appropriate marketing theories, models and concepts to a range of
contemporary business issues.

LO7 Demonstrate junior executive level proficiency in business problem solving, executing intermediate level market research, as
well as develop their interpersonal communication and teamwork skills

LO8 Implement a broad range of inter-disciplinary and transferable skills and capabilities required at the junior level of commercial
and/or non commercial practice

Pre-requisite learning

Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if
you have not acquired the learning specified in this section.

No requirements listed
 H9FUMRK: Principles of
Marketing

Module Content & Assessment

Indicative Content

Foundational Concepts of Marketing

Evolution of the Marketing Thought Marketing, Post-modernism and Society The Development of Societal Marketing and Ethical
Consumption Contemporary Issues and Challenges for Marketers

Analysing Markets
Environmental Scanning Marketing Research and Market Information Systems Consumer and Business Buyer Behaviour

The Segmentation Process

Approaches to the Segmentation Process Targeting Strategies Positioning for Competitive Advantage

Product and Service Decisions

Introduction to Product Marketing Introduction to Services Marketing Branding, Packaging and Labelling Product Portfolio
Management Product Life Cycle Management

Pricing Decisions
Introduction to Pricing Approaches to Pricing Pricing Challenges for Marketers

Marketing Communications
Integrated Marketing Communications Setting the Promotional Budget Advertising Public Relations Sales Promotion Personal
selling Direct Marketing.

Distribution and Logistics Management

Introduction to Distribution Distribution Channel Structures Channel Design and Management

Marketing Planning & Strategy Principles

o Marketing Audit o Core Strategies o Competitive Strategies o Organisation, Implementation & Control

Assessment Breakdown %

Coursework 50.00%

End of Module Assessment 50.00%

Full Time

Coursework

Assessment Assessment Description Outcome % of Assessment

Type addressed total Date

Assignment Learners will be presented with a contemporary marketing issue and/or 1,2,3,4,5,6,7,8 50.00 n/a
case study, which will entail an extensive review of relevant academic
literature, conducting appropriate market research at both desk and
primary level, as well as, synthesise and critique of applicable marketing
knowledge pertaining to same.

End of Module Assessment

Assessment Type Assessment Description Outcome % of Assessment Date

addressed total

Terminal Exam End-of-Semester Final Examination 1,2,3,4 50.00 End-of-Semester

NCIRL reserves the right to alter the nature and timings of assessment
 H9FUMRK: Principles of
Marketing

Module Workload

Workload: Full Time

Workload Type Workload Description Hours Frequency Average

Weekly
Learner
Workload

Lecture No Description 2 Every 2.00

Week

Tutorial No Description 1 Every 1.00

Week

Total Hours 3.00

Total Weekly Learner Workload 3.00

Total Weekly Contact Hours 3.00

Workload: Part Time

Workload Type Workload Description Hours Frequency Average

Weekly
Learner
Workload

Lecture No Description 3 Every 3.00

Week

Total Hours 3.00

Total Weekly Learner Workload 3.00

Total Weekly Contact Hours 3.00

Module Resources

Recommended Book Resources

Baines, P., Fill, C. & Page, K., (2008), Marketing, Oxford University Press., na

Supplementary Book Resources

Jobber, D. & Fahey, J. (2009), Foundations of Marketing, 3rd Edition, McGraw Hill, na
Stone, M.A, & Desmond, J., (2007), Principles of Marketing, 1st Edition, Routledge., n/a
Armstrong, G., Kotler, P., Harker, M. & Brennan, R., (2009), Introduction to Marketing, Prentice Hall., n/a
Baker, M., (2007), The Marketing Book, 6th Edition, Butterworth Heinemann., n/a
Baker, M., (2000), Marketing Theory, A Student Text, Thompson., n/a
Brassington, F., & Pettitt, S., (2006), Principles of Marketing, 4th Edition, Prentice Hall., n/a
Kotler, P., Armstrong, G., Wong, V. & Saunders, J., (2004), Principles of Marketing, European Edition, Prentice Hall., n/a
Blythe, J., (2008), Essentials of Marketing, 4th Edition, Prentice Hall., n/a
Rogan, D., (2007), Marketing: An Introduction for Students in Ireland, 3rd Edition, Gill & Macmillan., n/a
Klein, N., (2004), No Logo, Picador, n/a
Walker, R., (2008), Im With the Brand: The Secret Dialogue Between What We Buy and Who We Are, Constable Publishing, n/a
Heath, J. & Potter, A. (2006), The Rebel Sell: How the Counter Culture Became Consumer Culture, Capstone., n/a
Ries, A. & Trout, J, (2001), Positioning: The Battle for Your Mind, 2nd edition, McGraw-Hill Professional., n/a

This module does not have any article/paper resources

This module does not have any other resources