Module Code - Title:
MK6002
-
MARKET ORIENTATION AND CUSTOMER FOCUS
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
This module is designed to introduce students to the philosophy and function of marketing.
To introduce students to the marketing concept and the marketing mix.
To explore what it means for organisations to be market-led and to outline the elements of market orientation.
To introduce students to the foundational concepts that enable marketers to understand buyer behaviour and respond to customer needs.
To consider how ethics and social responsibility must affect marketing decisions
To detail the issues that marketing (and other) managers need to address in order for marketing to perform a leadership role in contemporary organisations.
Syllabus:
Nature of Marketing; Marketing Concept; Marketing Mix; Marketing as Organisational Culture, Market Orientation; Barriers to Market Orientation; Buyer Behaviour; Understanding Customer Service; Marketing, Ethics and Social Responsibility; How Marketing Adds Value; MarketingÆs Contribution.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
Describe the core concepts of marketing
Discuss the role of marketing in the organisation
Recognise the prevalence of marketing in society
Give examples of excellent marketing practices
Debate the importance of marketing for organisational success.
Affective (Attitudes and Values)
N/A
Psychomotor (Physical Skills)
Design a marketing campaign for an organisation
How the Module will be Taught and what will be the Learning Experiences of the Students:
The module will be delivered by lecture, on block release, with a significant amount of student group work taking place between blocks. Graduate attributes will be developed in the following ways: Knowledgeable: Students will gain a deep knowledge of through practical examples, coursework and in-class groupwork; Proactive: Students are expected to be proactive in their own learning through independent study and self-directed learning; Responsible: Students will develop a sense of responsibility through class discussions on various ethical issues; Collaborative: Students will be required to participate in class discussions and group work; Articulate: Students will become articulate in expressing advice through the use of in-class discussions, presentations and written coursework
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Jobber & Fahy (2006)
Foundations of Marketing
, McGraw-Hill
Other Relevant Texts:
Programme(s) in which this Module is Offered:
Semester(s) Module is Offered:
Spring
Module Leader:
John.Fahy@ul.ie