Courses / Module

• Discuss the important elements within the marketing mix (the basic “tools” of marketing);
• Explain how consumers / customers make purchasing decisions;
• Describe what market segmentation is and apply segmentation based on different characteristics;
• Analyse how consumers develop brand attitudes and behaviours, as well as approaches to create brand loyalty and build brand equity;
• Analyse and discuss contemporary brand related problems and develop appropriate strategies and initiatives; and
• Apply marketing concepts to different situations including services and international markets.

• This course is delivered through four days of module content, but needs to be supported by more than double that amount of time in independent study, reading and research. Lectures are important signposts to learning, but are only part of the educational process at third level. The learning process has therefore been designed to provide students with two broad workload categories: a) Taught lectures with lectures exploring both required and self-directed reading material b) Individual reflection to develop students’ critical thinking skills. This module is structured around a series of lectures, readings, papers, case studies and video materials. All students will be encouraged to engage in class discussion in order to facilitate the formation of their critical judgments. Teaching methods will be constructivist, i.e. they will be delivered in the form of scaffolding for the learner who will be encouraged to construct their learning under guidance and with intensive participation.

• Module Graded (numeric value) or Ungraded (Pass/Not Passed): Graded

• Pass standard: 40%
• Could the result of this module be capped? No
• Penalties: Students are expected to attend all lectures, seminars, and workshops. Where attendance falls below 75%, a student is deemed to have failed a module. Standard School of Business penalties apply for late submission of assignments; 10% is deducted for each 24 hours (or part thereof) that an assignment is submitted after the official submission deadline. Personal exceptional circumstances policy of the School of Business and University may apply.

• Are supplemental/resit registrations permitted? Yes
• Students are permitted to repeat an element of the module should they fall below the Pass standard in their first attempt.
• Is Supplemental Continuous Assessment registration permitted? Yes
• Is Supplemental Continuous Assessment capped? Yes

This timetable is not currently available, please contact the Business Department.