This module aims to provide students with a comprehensive understanding of the organizational processes, behavior and structures affecting modern marketing management.
Services Marketing (20%)
The nature of services; the services marketing environment; the characteristics of services; the services marketing mix; delivering customer service; measuring customer satisfaction; services within the Irish economy.
International Marketing (20%)
Globalisation; The international marketing environment (PEST etc); Marketing Research in an international environment; the International Marketing Mix; Market Entry Strategies
Business-to-business Marketing (20%)
The nature of business-to-business marketing; a comparison between consumer and business-to-business markets; the buying process; business-to-business and the marketing mix; the role of the internet in business-to-business marketing
Strategic Marketing Planning (20%)
Strategic Planning; Introduction to Strategy; organising for marketing; creating competitive advantage; the role of the marketing plan.
Sustainable Marketing (20%)
Sustainable Marketing: Sustainable markets and alternative business models, Sustainable Innovation & Clean technologies; Green Issues, Sustainability in Strategy & Governance
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 70 |