Registry

Module Specifications

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

Module Title	Marketing
Module Code	MG526
School	DCUBS
Online Module Resources
NFQ level	9	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

To introduce participants to the field of marketing and to develop a particular understanding of the major issues involved in marketing a product or service. The module will introduce participants to the various aspects of marketing with the principal objective of developing skills in the identification, analysis and solution of problems encountered in the area.

Learning Outcomes

1. Differentiate between the five main business orientations and appreciate the evolution of modern marketing practices
2. Identify and assess the environmental forces and trends within theses forces that affect the firms ability to serve its customers
3. Explain how consumer decision making varies with types of buying decision
4. Assess the benefits of market segmentation and sub-segmentation and possess the ability to position an offer for maximum competitive advantage
5. Evaluate the components and processes involved in framing the marketing mix for product and service offers.
6. Expalin the steps in, and undertake, an investigation of brand contacts and consumer experience, and measure if customer brand experiences match their expectations
7. Appreciate the importance of customer profitability measurement and analysis in managing customer portfolios
8. Appreciate the significance of social responsibility and ethical marketing behaviour

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	22	Attend lectures
On-line learning	24	Study recommneded academic artlcles available online via DCU Library Database via Moodle
Group work	15	Prepare and deliver presentation on allocated topic
Assignment	15	Prepare work related marketing assignment
Directed learning	24	Study allocated chapters from essentail text
Independent learning time	25	Study current academic articles and media coverage of marketing related 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

Marketing.
Marketing is concerned with creating value and building and managing profitable customer relationships in a dynamic, competitive, global marketing environment. To succeed in this complex environment marketers need to achieve a deep understanding of customers, markets and external influences; decide on which target markets they can serve best, and develop a compelling value proposition to acquire, retain and grow targeted customers. Gains in market share, profitability and customer equity are the outcomes for those marketers fulfilling this brief. The course content covers all stages in this process from defingng marketing and the marketing process to understanding the marketplace and cosumers and designing a customer-driven strategy and mix. Topics such as customer loyalty, use of interaction maps to create brand experiences and analysis of customer experience; acquiring the right customers and customer profitability analysis are also addressed..

Assessment Breakdown
Continuous Assessment	50%	Examination Weight	50%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Presentation	Each group will present concepts based on the topics outlined undercourse content. These are based on the readings inKellogg on Integrated Marketing. The group's task is to design a 'learning experience' for the class based on the assigned topic. Everybody will have read the relevant material from the text so you are asked to find two further journal articles to use to also inform your presentation. Articles should be recent – no older than 2000. Please send me full details of the articles you intend to use at least one week in advance of your presentation.	20%	Every Week
Performance evaluation	It should be noted that the quality of class discussion will depend on the performance of all students combined. It is extremely important, therefore, that each of you be well prepared for class (having read the assigned material) and that you participate regularly in the discussion. For this reason, 5% of overall marks will be allocated for class participation. As part of your class participation you are asked to fill in an evaluation form for each presentation that is made. I will use these evaluations both in arriving at the final group marks and for participation. A copy of the evaluation form is attached. A second element of participation will be your contribution to the presenting teams discussion questions.	5%	Every Week
Essay	You are required to present a 2,500 word (max.) essay on any marketing topic which is relevant to your work situation. The essay must be handed in at the end of the final class. The essay should demonstrate that you have read the relevant literature on your chosen topic and that you have critically analysed it. Each essay should include references to the literature and be followed by a bibliography.	25%	Week 10

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

Iacobucci & Calder (Eds.): 0, Kellogg on Integrated Marketing, Kellogg School of Management / Wiley Publishing,
Dickson, T (Ed): 1999, Mastering Marketing Complete MBA Companion in Marketing, Financial Times Publishing,

Other Resources

None

Array

Programme or List of Programmes

MBA

Masters in Business Administration -GrpA

MBAE

Masters in Business Administration

Timetable this semester: Timetable for MG526

Date of Last Revision

21-SEP-11

Archives: