MG2805: Introduction to Marketing

Credit Weighting: 5
No. of Students: Min 12, Max 40.
Pre-requisite(s): None
Co-requisite(s): None
Teaching Period(s): Semester 2.
Teaching Methods: 5 x 3hr(s) Lectures; 1 x 6hr(s) Workshops; 1 x 3hr(s) Other (E-mentoring); Other (Self-directed study)
Module Co-ordinator: Prof Anthony Mcdonnell, Department of Management and Marketing.
Lecturer(s): Staff, Centre for Adult Continuing Education.
Module Objective: The purpose of this module is to enable students to develop an appreciation of the role of marketing and its impact on organisation performance, as it introduces students to the key principles of marketing.
Module Content: Introduction to key marketing theories, frameworks and concepts, specifically:
The history of marketing
The marketing mix
Consumer behaviour
Market research principles and practice
The impact of digital technology
The marketing environment.
Learning Outcome: On successful completion of this module, students should be able to:
  • Explain the importance of a marketing oriented focus for an organisation.
  • Outline and discuss the key elements of the marketing mix.
  • Relate marketing concepts/theories to actual practice in different organisations.
  • Discuss nuances in consumer behaviour.
  • Analyse the market environment within which organisations exist.
  • Evaluate the role of digital technology on marketing practices.
Assessment: Total Marks 100: Continuous Assessment 100 marks (1 x 2,000 word case study (100 marks)).
Compulsory Elements: Continuous Assessment.
Penalties (for late submission of course/project work etc.): Where work is submitted up to and including 7 days late, 5% of the total marks available shall be deducted from the mark achieved. Where work is submitted up to and including 14 days late, 10% of the total marks available shall be deducted from the mark achieved. Work submitted 15 days late or more shall be assigned a mark of zero.
Pass Standard and any Special Requirements for Passing Module: 40%.
End of Year Written Examination Profile: No Formal Written Examination.
Requirements for Supplemental Examination: Marks in passed element(s) of Continuous Assessment are carried forward, Failed element(s) of Continuous Assessment must be repeated (as prescribed by the module co-ordinator).

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