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Curricular information is subject to change
• Understand various key concepts and principles of marketing necessary to make strategic decisions in the marketplace.
• Understand and analyze one’s marketplace environment, to take effective decisions that can address various marketing problems that may present themselves. This includes understanding one’s own company, various competitors and environmental factors involved, as well as prospective customers, using various theoretical paradigms and considerations.
• Understand and appreciate various aspects of customers’ buying behavior in shaping their purchases.
• Understand the key concepts of Segmentation, Targeting and Positioning that are required to develop an effective marketing plan.
• Understand the components of the Marketing Mix. Students should be able to describe the 4Ps- Product, Price, Place and Promotion related decisions in the context of their marketing strategy.
• At the end of the module, students should be able to utilize their learning from the module to independently (in the context of a group of students) attempt building comprehensive marketing plans for any organization/entity of their choice
Student Effort Type | Hours |
---|---|
Lectures | 24 |
Specified Learning Activities | 44 |
Autonomous Student Learning | 32 |
Total | 100 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Essay: Prepare a critical assessment of the marketing strategy of a brand operating in the Irish marketplace in 2023. Submission deadline TBC. | Unspecified | n/a | Graded | No | 50 |
Group Project: Prepare a marketing strategy to launch a brand into the Irish Market. Full details of the assignment will be provided in the course outline. Submission deadline TBC. | Unspecified | n/a | Graded | No | 50 |
Resit In | Terminal Exam |
---|---|
Spring | No |
• Feedback individually to students, post-assessment
• Peer review activities
Written feedback on the individual assignment will be given within the standard timeframes though brightspace. Written feedback on the group assignment will also be provided via brightspace within the standard timeframes.