Marketing (Level 8)

Duration 12 weeks Full-time x 2.5 hours per week

Stage 1

NFQ Level Level 8

ECTS Credit 5

The Marketing module introduces students to the core concepts and strategies of marketing in today’s dynamic business environment. It covers key areas such as market research, consumer behaviour, branding, product development, pricing, promotion, and digital marketing. Through a blend of theory and real-world applications, students learn how to identify target markets, develop marketing strategies, and create value for customers while achieving organizational goals.

This module equips students with the skills to critically analyse market trends, understand customer needs, and apply marketing principles effectively, preparing them for roles in diverse business and marketing fields.

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Indicative Syllabus

The Marketing Concept

The evolution of the ‘marketing philosophy’;
The marketing concept, theories;
Current issues facing marketing managers;
Changing landscape of marketing
Marketing and social media.

The Marketing Environment

The marketing environment of the organisation;
Techniques to identify, evaluate and respond to forces in the marketing environment;
PESTEL, PLC, BCG;

Market Research/Segmentation

The nature of segmentation;
Advantages/disadvantages of segmenting a market;
Target marketing and positioning;
The process of conducting marketing research;
Theories/concepts of market segmentation;
Marketing information Systems
Big Data: Loyalty Cards

The Marketing Mix

The elements of the marketing mix;
- Nature and characteristics of products/services; PLC, product mix decisions;
- Pricing, pricing objectives, pricing strategies, factors influencing pricing decisions;
- Promotion, the promotional mix, its objectives;
- Marketing channels, their nature, structure and channel decisions.
- Interaction of the marketing mix and impact on business decision making.

The Product/Services

Nature and characteristics of product/services;
The product/services mix;
New product/service development process.

The Pricing Mix

Pricing strategies;
The role of pricing in business success;
Aligning pricing strategy with business strategy;
Factors affecting pricing decisions

The Place Mix

Distribution channel decisions;
Linking distribution channel with pricing strategies;
Role of technology in distribution;
Rile and identification of intermediaries in the distribution channel.

The Promotion Mix

The promotions mix;
Integrated Marketing Communications;
Role of public relations in the promotions mix;
Ethical issues in promoting a product/service;

Module Details

Minimum Intended Learning Outcomes (MIMLOS)

On completion of this module the learners will have been enabled to:

Debate the marketing concept, its evolution and challenges in business success;
Research the internal and external marketing environments;
Compare and contrast various method of market segmentation;
Describe each element of the product/services marketing mix and comment on its impact on buyer behaviour;

Assessments / Exams

MIMLOs
Assessment
Percentage

This module will be assessed via 100% Continuous Assessment.

Reassessment Opportunity

Where the combined marks of the assessment and examination do not reach the pass mark the learner will be required to repeat the element of assessment that they failed. Reassessment materials will be published on Moodle after the Examination Board Meeting and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Marketing (Level 8)

Expert Faculty

Learn from the best in your industry

Flexible Learning Options

Study your way, on your time

Career Focused Programmes

Programmes with purpose, aimed at your future

Student Support Services

Here for you, every step of the way

Get in touch

If you have any questions specific to this course, you can speak directly with one of our course lecturers. Please get in touch, we’re happy to help!