Module Principles of Marketing

INTB H2013: Principles of
Marketing
Short Title: Principles of Marketing APPROVED
Full Title: Principles of Marketing
Module Code: INTB H2013
ECTS credits: 5
NFQ Level: 6
Module Delivered in 2 programme(s)
Module Contributor: Anne Marie Nolan
Module Description: The main aims of this module are to provide the student with: A solid foundation in the principles of
marketing and its role within the business organisation. A conceptual knowledge and practical appreciation
of the workings of the modern marketing mix and an awareness of the societal and ethical dimensions of
marketing activities. An introduction to the role of marketing information and the market research process.
An awareness of the role of the buyer in both consumer and business markets. An understanding of the
marketing segmentation, targeting and positioning process. An introduction to a number of sectoral
marketing contexts with a specific focus on the unique characteristics of service marketing and non-profit
marketing.
Learning Outcomes:
On successful completion of this module the learner will be able to
1. Explain the role of marketing and its function within the business organisation as well as its impact within society.
2. Apply the basic principles of marketing information and research to a number of marketing problems.
3. Distinguish between the role of consumer buyer behaviour and business buyer behaviour.
4. Apply the principles of market segmentation, targeting and positioning.
5. Demonstrate a conceptual and practical appreciation of marketing practice in the service and non-profit marketing
sectors.
Page 1 of 4
Marketing
Module Content & Assessment
Indicative Content
An Introduction to Marketing
• Marketing as a Business Philosophy • Marketing as an Exchange Process • The Evolution of Marketing Thought • Marketing’s Impact on
Society • Marketing Ethics and Social Responsibility • Regulation in the Marketing Environment
The Marketing Environment

• The Macroenvironment • Economic Forces • Social Forces • Political & Legal Forces • Technological Forces • The Microenvironment •
Competitive Profiling • Environmental Scanning
Customer Buyer Behaviour

• The Role of Consumers • The Consumer Decision Making Process • Psychological Bases of Consumer Behaviour • Social Bases of
Consumer Behaviour • Situational Bases of Consumer Behaviour • Technological Bases of Consumer Behaviour • The Business Market:
Organisational Buying Process • Influences on Organisational Buying Decisions
Marketing Research and Marketing Information Systems

• Importance and Scope of Marketing Research and Information • Customer Research • The Marketing Research Process • Marketing
Research Ethics
Market Segmentation, Targeting and Positioning

• Segmenting consumer markets • Consumer segmentation criteria • Segmenting business markets • Criteria for successful segmentation •
Target Marketing • Positioning • Repositioning
Pricing Strategy
• Factors influencing customer’s price assessments • Price and Types of Markets • External Influences on Pricing Decision • Determining a
price range • Methods of Pricing New Products • Advantages & disadvantages associated with various pricing strategies • Pricing Tactics
Marketing Channels and Distribution

• Types of Distribution Channel • Channel Strategy and Management • Channel Integration • Retailing • Key Retail Marketing Decisions •
Physical Distribution
Sectoral Marketing Contexts: Service & Non-Profit

• The Unique Characteristics of Services • The Services Marketing Mix • Managing Service Quality • Developing and Managing Customer
Relationships • Marketing in non-profit organisations
Indicative Assessment Breakdown %
Course Work Assessment % 40.00%
Final Exam Assessment % 60.00%
Course Work Assessment %
Assessment Assessment Description Outcome % of Assessment

Type addressed total Date
Project The Continuous Assessment will involve students developing a ‘pseudo’ 2,3,4 40.00 n/a
product and marketing strategy within a specific area of the market. This
will involve a combination of secondary and primary marketing research.
The continuous assessment will take the form of a written report and
‘marketing pitch’ presentation. This assessment is linked to the semester
two module: Marketing Communications where students will have the
opportunity to build on their semester one project. The focus during
semester one is on secondary research, primary research and marketing
strategy. Semester two will give the students an opportunity to plan and
create an integrated marketing communications plan
Final Exam Assessment %
Assessment Type Assessment Description Outcome % of Assessment Date

addressed total
Formal Exam End-of-Semester Final Examination 1,2,3,4,5 60.00 End-of-Semester
Page 2 of 4
Indicative Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a
coursework element.
ITB reserves the right to alter the nature and timings of assessment
Page 3 of 4
Marketing
Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 3.00
Every Week 1.00
Resources
Recommended Book Resources
Jobber, David and Fahy, John. 2012, Foundations of Marketing, 4th Ed., McGraw-Hill Berkshire
Perreault, Willian, Canon, Joseph, McCarthy, Jerome 2014, Essentials of Marketing: a marketing strategy planning approach,
14th Ed., McGraw-Hill
Supplementary Book Resources
Kotler, Philip, Armstrong, Gary 2014, Marketing: an introduction, 12th Ed., Prentice Hall
Pride, William and Ferrell, O.C. 2014, Foundations of Marketing, 6th Ed., Cengage Learning
Roger, Kevin, Hartley, Steven, Hartley, Rudelius, William. 2012, Marketing, McGraw-Hill
This module does not have any article/paper resources
Other Resources
n/a: American Marketing Association

http://www.marketingpower.com
n/a: The Marketing Institute of Ireland

http://www.mii.ie
n/a: Advertising Standards Authority for Ireland

http://www.asai.ie
n/a: Business & Leadership

http://www.businessandleadership.com
n/a: Marketing Magazine

http://www.marketing.ie
Module Delivered in
Programme Code Programme Semester Delivery
BN_BINTL_8 Bachelor of Business (Honours) in International Business [240 ECTS credits] 3 Mandatory
BN_BINTL_7 Bachelor of Business in International Business [180 ECTS credits] 3 Mandatory
Page 4 of 4

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INTB H2013: Principles of

Short Title: Principles of Marketing APPROVED

Full Title: Principles of Marketing

Module Code: INTB H2013

Module Delivered in 2 programme(s)

Module Contributor: Anne Marie Nolan

On successful completion of this module the learner will be able to

Module Content & Assessment

The Marketing Environment

Customer Buyer Behaviour

Marketing Research and Marketing Information Systems

Market Segmentation, Targeting and Positioning

Marketing Channels and Distribution

Sectoral Marketing Contexts: Service & Non-Profit

Indicative Assessment Breakdown %

Course Work Assessment % 40.00%

Final Exam Assessment % 60.00%

Course Work Assessment %

Assessment Assessment Description Outcome % of Assessment

Final Exam Assessment %

Assessment Type Assessment Description Outcome % of Assessment Date

Formal Exam End-of-Semester Final Examination 1,2,3,4,5 60.00 End-of-Semester

Indicative Module Workload & Resources

Frequency Indicative Average Weekly Learner Workload

Every Week 3.00

Every Week 1.00

Recommended Book Resources

Supplementary Book Resources

This module does not have any article/paper resources

n/a: American Marketing Association

n/a: The Marketing Institute of Ireland

n/a: Advertising Standards Authority for Ireland

n/a: Business & Leadership

n/a: Marketing Magazine

Programme Code Programme Semester Delivery

BN_BINTL_7 Bachelor of Business in International Business [180 ECTS credits] 3 Mandatory

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