Module Overview

Marketing Principles

The main aims of this module are to provide the student with: · a solid foundation in the core 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 and appreciation of the critical role of marketing information and its
function in aiding effective decision making. · an awareness of consumer behaviour in the marketing context
including buying behaviour, personas, online and offline behaviours. · an understanding of the marketing
segmentation, targeting and positioning process. · a knowledge and appreciation of a broad range of
integrated marketing communications frameworks and promotional tools. · an ability to understand and
apply the fundamentals of effective planning and budgeting for marketing. · an understanding of
organisational buying behaviour and its impact for marketing planning · awareness of the main
developments in digital marketing tools and technologies and their implications for marketing communication.

Module Code

ACCF H2021

ECTS Credits


*Curricular information is subject to change

An Introduction to Marketing / The Marketing Environment

Marketing as a Business Philosophy · Marketing as an Exchange Process · The Principles of a Market Led Organisation · TheEvolution of Marketing Thought · Marketing’s Impact on Society · Marketing Ethics and Social Responsibility · Regulation in theMarketing Environment · The Macroenviroment in a marketing context · The Microenvironment in a marketing context

Customer Buyer Behaviour

The Role of Consumers · The Consumer Decision Making Process · Psychological Bases of Consumer Behaviour · SocialBases of Consumer Behaviour · The Customer Journey · Customer Personas · Online Buyer Behaviour

Marketing Research / Marketing Information for Decision Making

· Importance and Scope of Marketing Research and Information · The role of Marketing Research in effective decision making ·Understanding and Interpreting Marketing Research · Internal and external sources of research · The Market Research PlanningProcess · Qualitative Research Methods · Quantitative Research Methods

Market Segmentation, Targeting and Positioning

Segmenting consumer markets · Consumer segmentation criteria · 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 10% ·Determining a price range · Methods of Pricing New Products · Advantages & disadvantages associated with various pricingstrategies · Pricing Tactics

Marketing Channels and Distribution

Types of Distribution Channel · Channel Strategy and Management · Channel Integration · Retailing · Key Retail MarketingDecisions · Physical Distribution · Omni-channel distribution

Business to business Marketing

Overview of Organisational Buying · Organisational Decision Making Process · Participants in Organisational purchase decision· Types of Buy · Managing business to business relationships · Business to business marketing communications

Branding and Marketing Communications

· Branding: brand values, personality, identity · The role of promotion in the marketing mix · Managing Marketing Communications· Integrated Marketing Communications (IMC) · The role of advertising, pubic relations, sponsorship, sales promotion, directmarketing in delivering key communications objectives · Planning & control: managing budgets and ROI

Digital Marketing

· The digital marketing environment · Owned, Bought and Earned media · SEO and Search Marketing · Online Advertising · Keymetrics · Planning & control: digital budgets and ROI

Module Content & Assessment
Assessment Breakdown %
Formal Examination50
Other Assessment(s)50