BU2520 Introduction to Marketing Principles
(5 ECTS credits)
Module Content/Outline:
This marketing module focuses on introducing the students to an overview of marketing practice so that they are aware of and reflective of the range of activities and strategies within the marketing function. The students will also engage with contemporary marketing issues including changing consumption behaviour, the global factors at play in marketing and the dominant focus on digital technology and customer experience.
This part of the management I module provides a board overview of marketing practice – introducing the core marketing tactics and strategies, including marketing research,  segmentation, targeting and positioning and the marketing mix activities. The module is interactive and requires good preparation and active engagement with the module content to achieve the learning goals.
Lecturer(s):
Professor Mairead Brady
Learning Outcomes:
On successful completion of this module students should be able to:
- Demonstrate knowledge of contemporary challenges and new directions in marketing
- Identify the core elements of the marketing management framework and apply them in practice
- Design a simple market research plan
- Evaluate the role of segmentation, targeting and positioning strategy within marketing
- Engage with the elements of the marketing mix from both a theoretical and a practical perspective
- Demonstrate an awareness of the main branding challenges and the importance of branding and brand management in contemporary business.
Lectures &Tutorials/Contact hours:
1 x 2 hour lecture per week and 3-4 tutorials per term
Recommended Texts/Key Reading:
Kotler, P, Keller, K., Brady, M., Goodman, M., and Hansen, T., (2012) Marketing Management (European Edition), 2nd Edition, Pearson, London
Assessment and Examination:
Group Project: 30%
1.5 hr examination - 70%
Dates for submission:
To be advised.
Penalties for late submission:
Submission deadlines are not negotiable. Assignments not submitted on time will be graded zero. Students unable to submit a term assignment for medical reasons must produce a medical certificate to the School of Business Studies office within three working days of the missed submission date. Certificates received after that time will not be accepted.