Module Overview

Fundamentals of Marketing 2

The purpose of this module is to provide students with: • An awareness of the role of the buyer in both consumer and business markets. • An understanding of the extended marketing mix. • An awareness of the societal and ethical dimensions of marketing activities. • An introduction to a number of sectoral marketing contexts with a specific focus on the unique characteristics of service marketing and non-profit marketing.

Module Code

DMKT H1016

ECTS Credits


*Curricular information is subject to change

Consumer and Organisational Buying Behaviour

• Organisational buying behaviour• Differences between Consumer & Organisational buying behaviour• The Organisational decision-making process • Influences on the buying decision

Sectoral Marketing Contexts: service and non-profit

• The Unique Characteristics of Services • The Services Marketing Mix • Managing Service Quality • Developing and Managing Customer Relationships • Marketing in non-profit organisations• International Markets

Marketing Information and Research

• The marketing research process -Primary research


• The product • Product classification • Branding • Brand types • Brand name strategies • The benefits of branding • Packaging and labelling • Stages of the product life cycle • The new product development process • Stages in the new product development process • Product Portfolio Analysis –BCG matrix


• What is price? • Pricing objectives • Pricing strategies • Factors influencing pricing decisions • Managing price changes • General pricing approaches • The influence of the product life cycle on pricing decisions


• Distribution in the marketing mix • Distribution channels • Aspects of physical distribution • Marketing intermediaries • Internet marketing • Distribution strategies • Distribution and the product life cycle • Getting products into distribution: the push-pull methods

Marketing Communications

• The marketing communication process • The communication mix • Developing a communication programme • Selecting a communication mix • Integrated marketing communications (IMC)

Module Content & Assessment
Assessment Breakdown %
Formal Examination60
Other Assessment(s)40