Courses / Module

On successful completion of the module, students should be able to:

• Define the concept of a consumer and what trends are influencing our conceptualisation of the modern consumer including the use of marketing for social purposes;
• Critically appraise how the servicescape influences consumer decision making;
• Define and recognise core marketing concepts and basic marketing terminology (the “language” of marketing);
• Illustrate how consumers/customers make purchasing decisions and explain the influences on consumer behaviour;
• Describe what market segmentation is and understand how to segment a market;
• Identify and explain the basic concepts and principles within the marketing mix (the basic “tools” of marketing); and
• Understand the different forms of integrated marketing communications used in reaching different customers at different times.

• The delivery of this module may involve a combination of lectures, case studies, in-class discussions and exercises, living labs, tutorials and self-directed learning. Learning resources include academic textbooks, refereed academic journals, practitioner publications, nominated websites, and video presentations.

Delivery methods	Hours
Lectures	24
Labs / Practicals	0
Tutorials	6
Planned learning activities	0
Independent student activities	195
Total	225

• Module Graded (numeric value) or Ungraded (Pass/Not Passed): Graded
• Continuous Assessment detail(s): Continuous Assessment linked to both Consumer Research and Marketing component of the module.

Assessment type	Options	Weighting	Duration
Continuous Assessment		50%
University scheduled written examination	On-campus	50%	120 minutes
Other		0%
Total		100%	120 minutes

• Pass standard: 40%
• Could the result of this module be capped? No
• Maynooth University School of Business Overall Mark Calculation and Continuous Assessment Policy applies to this module.
• Penalties: Standard School of Business penalties apply for late submission of assignments.

• Are supplemental/resit registrations permitted? Yes
• Note: Continuous Assessment marks from first sitting of this module will be carried forward into the Autumn repeat assessment cycle.
• University scheduled written examination (Autumn): 120 minutes, On-campus

Fahy, J. and Jobber, D. (2015) Foundations of Marketing (Fifth Edition), McGraw-Hill Publications, London.

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