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Module Code - Title:

MK4603 - MARKETING

Year Last Offered:

2021/2

Hours Per Week:

Lecture

2

Lab

0

Tutorial

1

Other

0

Private

7

Credits

6

Grading Type:

N

Prerequisite Modules:

Rationale and Purpose of the Module:

The purpose of this module is to introduce students to marketing as a business philosophy and as a management function and to examine the role of marketing in contemporary organisations. This focuses on the need to understand and connect with customers and to develop and deliver products and services that customers value.

Syllabus:

Marketing scope; marketing concept; marketing internal and external environment; understanding customer behaviour; segmentation, targeting and positioning; product and brand management; marketing communications; pricing; distribution; marketing of services; marketing and corporate social responsibility.

Learning Outcomes:

Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)

On successful completion of this module, students should be able to: To define marketing. To explain the role of marketing in the organisation. To examine the behaviour of customers. To identify the key activities carried out by marketers. To recognise the influences of the environment on marketing. To apply marketing fundamentals within given business contexts.

Affective (Attitudes and Values)

N/A

Psychomotor (Physical Skills)

N/A

How the Module will be Taught and what will be the Learning Experiences of the Students:

The module will be taught through lectures, workshops, and video and case study material. The learning experience of the students will comprise of class discussions, interactive exercises and self-directed study.

Research Findings Incorporated in to the Syllabus (If Relevant):

Prime Texts:

Jobber and Fahy (2006) Foundations of Marketing , McGraw-Hill

Other Relevant Texts:

Jobber (2004) Principles and Practice of Marketing , McGraw-Hill
Rogan (2003) Marketing: an Introduction for Irish Students , & MacMillan

Programme(s) in which this Module is Offered:

Semester - Year to be First Offered:

Autumn - 07/08

Module Leader:

maurice.patterson@ul.ie