MKT1002D Principles of Marketing

Academic Year 2021/2022

The aim of this module is to provide students with an overview of the function of marketing in a business. Among the areas covered are the changing marketing landscape, creating and capturing customer value, analysing the marketing environment, understanding consumer and business buyer behaviour, and designing a customer value driven strategy and mix.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

On completion of this module you should be able to:
Understand the marketing challenges facing organisations today
Understand buyer behaviour and the importance of creating customer value
Critically assess the role of brands and discuss the types of decisions that are made in relation to branding and other strategic marketing variables
Analyse and recommend improvements in marketing strategies in a given company context
Understand how the digital economy has influenced marketing strategies

How will I learn?

Student Effort Type	Hours
Lectures	12
Specified Learning Activities	25
Autonomous Student Learning	88
Total	125

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Incompatibles:
MKT1003D - Marketing Management

Equivalents:
Marketing Management (MKT10020)

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Continuous Assessment: Individual assignment	Coursework (End of Trimester)	n/a	Graded	No	50
Group Project: Group Assignment	Varies over the Trimester	n/a	Graded	No	50

Carry forward of passed components
No

What happens if I fail?

Resit In	Terminal Exam
Spring	No

Assessment feedback

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Reading List

Marketing 4.0 Moving From Traditional To Digital - Philip Kotler, Hermwan Kartajaya Iwan Setiawan. Wiley

Associated Staff

Name	Role
Dr Katherine Collins	Lecturer / Co-Lecturer
Mr Gerard Dooley	Lecturer / Co-Lecturer
Dr Orna O'Brien	Tutor