Module Description:
This module addresses how marketing is typically managed in different profit and not- forprofit contexts. It requires the student to engage with the theory and implementation of a marketing campaign in a variety of sectors. It presents the student with the opportunity to examine best practice in Irish and international marketing campaigns. An introduction to marketing scope and challenges in each sector will be given. Teams of students are required to examine, evaluate and present real-life, current marketing campaigns from each of the sectors.
Module aim
To familiarize the student with the marketing challenges in a variety of business sectors. To give the student the opportunity to present a current integrated marketing campaign for a brand from a consumer, business to business, service or not-for-profit sector. The campaign should represent best practice and, if possible, include an international dimension. To enable the student to bring all the marketing elements together from planning, implementation and control of a campaign.
Services Marketing
The Irish and International service industry. Importance for the Irish economy. The key characteristics of services. The challenges for marketers in service businesses. Managing service quality and customer satisfaction. Organization structures and marketing strategies for sevices.
Business to Business Marketing
Vital differences between the new B2B and B2C models. Organizational buying. Buying situations. Systems buying and selling. Participants in the buying process. Major influences on buying decisions. The purchasing/procurement process. Institutional and government markets. Business-to-business marketing communications
Nonprofit Organizations Marketing
Scope, challenges and development of the Nonprofit sector. Branding. Marketing programmes. Social Marketing: The marketing of ideas. Fundraising, Arts marketing, Education, Healthcare marketing. Volunteer support and management. Public sector marketing.
Active and experiential learning will be encouraged to enable the student to draw on their linguistic, logical and interpersonal intelligences. Formal Lectures Student presentation and class discussion.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |