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Undergraduate Module Descriptors 2012/13
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MS4101: Introduction to Marketing

Module Title Introduction to Marketing
Module Code MS4101
Module Tutor Mike Flynn
School Business and Management
CAT Points 15
Level of Study 4
Pre-requisites None
Co-requisites None
Restrictions Cannot be counted with MM102 or MM105
Brief Description

This module provides an introduction to the philosophical underpinnings and first principles of marketing; and the fundamental tools to provide a superior customer value proposition vis-à-vis its competitors.

Indicative Syllabus

1.      What is ‘Marketing’?

2.      Segmentation, Targeting & Positioning

3.      Consumer & Buying Behaviour

4.      Products & Services/ Branding

5.      Place’

6.      Price

7.      Marketing Communications

8.      Marketing Environment & Planning.

9.      Marketing Research
Learning Outcomes

A student passing this module should be able to:

  1. Distinguish between marketing, product, production and sales oriented philosophies
  2. Specify means of segmenting markets and market/product positioning
  3. Differentiate between consumer and organisational buyer behaviours
  4. Identify and demonstrate the relationships between the components of the marketing mix
  5. Understand and apply branding fundamentals.
  6. Develop skills in: Communications and literacy; Analysis and problem solving; Independent learning and group work; Information and Communications Technology.
Learning and Teaching Activities Scheduled Contact Hours: 36
Independent Learning Hours: 114
Assessment (For further details see the Module Guide) 001: 50% Written Exam: Inclass, digital mulitple choice: 1.00 hours
002: 50% Coursework: Group work, standard, written: 2000 words or equivalent
Special Assessment Requirements
Indicative Resources

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

Important

Please note the course resources in this website are archived versions from previous years.

Course resources for the current years of entry are available to staff and students on Infonet.

Prospective students should use our Courses information as a starting point.

Old Archive

Course resources prior to 2012/13 can still be found in the original Maps and Descriptors Archive.

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