Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Introduction to Marketing
Module Code	MG101
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Geraldine Lavin Semester 2: Geraldine Lavin Autumn: Geraldine Lavin
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

To enable students to gain an understanding of the major decisions faced by marketing management in their efforts to balance the organisation's objectives against the needs and opportunities in the global marketplace.

Learning Outcomes

1. Differentiate between the five main business orientations and appreciate the evolution of modern marketing practices.
2. Describe and discuss the environmental forces and trends within theses forces that affect the firms ability to serve its customers.
3. Discuss how consumer decision making varies with types of buying decision.
4. Assess the benefits of market segmentation and position an offer for maximum competitive advantage.
5. Evaluate the components and processes involved in framing the marketing mix.
6. Explain the general principles underlying the management of services.
7. Discuss the components of a strategic marketing plan.
8. Appreciate the significance of social responsibility and ethical marketing behaviour.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	Attend weekly lectures
Tutorial	30	From Week 2 onwards attend weekly tutorial, and undertake related assignments
Directed learning	24	Study chapters essential textbook
On-line learning	24	Study marketing articles from DCU Library Database via Moodle
Independent learning time	23	Study current articles and media coverage of marketing issues
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction.
Definitions; micro and macro marketing; the marketing concept; market opportunity analysis..

Environmental Opportunities and Constraints.
Environmental scanning and analysis; demography, economics, science and technology,social values and beliefs, political and legal environment, competitive environment..

Consumer and Organisational Buying Behaviour.
The buying decision process; person specific, psychological and social influences on the buying decision process; dimensions of organisational buying..

Target Marketing, Segmentation and Positioning.
Bases for market segmentation; criteria for effective segmentation. Targeting approaches. Positioning..

Marketing Research and Information Management.
Scope of marketing research; classifications of marketing research; stages in the research process; designing the research; gathering research data; the scope of marketing information systems..

Developing the Marketing Mix.
Detailed examination of product, price, distribution and promotional strategies. Branding. Services Market: characteristics of services; the service marketing mix..

International Marketing.
International marketing environment; developing international marketing involvement;globalisation versus customised marketing strategies; strategic adaptation of marketing mixes..

Assessment Breakdown
Continuous Assessment	40%	Examination Weight	60%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Oral presentations	Group Case Study (one Group presents per week)	20%	Every Week
Oral presentations	Case study participation	10%	Every Week
Oral presentations	Individual Assesment	10%	Every Week

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Jobber, David and John Fahy: 2009, Foundations of Marketing, 3rd, McGraw Hill, 10-0-07-712190-2
â€¢ Solomon, Michael; Greg Marshall, Elnora Stuart, Bradley Barnes and VW Mitchell: 2009, Marketing – Real People, Real Decisions, 1st European Edition, Financial Times/Prentice Hall, 978-0-273-70880-3
Dibb, Sally and Lyndon Simkin: 2009, Marketing Essentials, Cengage Learning, 978-1-4080-1150-8

Other Resources

None

Array

Programme or List of Programmes

BA in Accounting & Finance

AMPS

BSc in Aviation Man. with Pilot Studies

BPY

BSc (Honours) in Psychology

Bachelor of Business Studies

BSSA

Study Abroad (DCU Business School)