Registry

Module Specifications

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

Module Title	Marketing
Module Code	MG580
School	DCUBS
Online Module Resources
NFQ level	9	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 managers 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 discuss the evolution of modern marketing practices
2. Describe and discuss the environmental forces and trends within these 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. Devise a strategic marketing plan for a firm
8. Explain the significance of social responsibility and ethical marketing behaviour.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	Attend weekly lectures
Group work	24	Undertake marketing planning exercise
Directed learning	24	Study chapter(s) from essential text
On-line learning	24	Study on-line resources available on Moodle
Group work	10	Prepare presentation
Independent learning time	19	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..

Segmentation, Positioning and Target Marketing.
Rationale for market segmentation. Bases for market segmentation. Target Marketing and Positioning strategies..

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

Developing the Marketing Mix.
Detailed examination of examination of product, price, distribution and promotional strategies..

Assessment Breakdown
Continuous Assessment	40%	Examination Weight	60%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Project	Devise a marketing plan for a firm	20%	Week 12
Presentation	Presentation (and submission of presentation essay) on allocated marketing topic	20%	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

Baines, Paul; Chris Fill and Kelly Page: 2011, Marketing, 2nd, Oxford University Press, 978-0-19-929043-7
Brassington, F and S. Pettitt: 2006, Principles of Marketing, 4th, Financial Times / Prentice Hall,
Fahy, John and David Jobber: 2012, Foundations of Marketing, 4th, McGraw Hill,

Other Resources

None

Array

Programme or List of Programmes

MSBM

MSc in Management (Business)

PBSSA

PG Exchange(Business School)

PBSSAO

PG Study Abroad(Business School)

Timetable this semester: Timetable for MG580

Date of Last Revision