Short Title:Fundamentals of Marketing 1
Full Title:Fundamentals of Marketing 1
Module Code:DMKT H1012
ECTS credits: 5
NFQ Level:6
Module Delivered in 3 programme(s)
Module Contributor:Isobel OReilly
Module Description:This module aims to provide students with: • An introduction to the concepts and principles of marketing • An introduction to the role of marketing information and the market research process. • A conceptual knowledge and practical appreciation of the process of segmentation, targeting and positioning
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Explain the role of marketing and its function within the business organisation as well as its impact within society.
  2. Apply the principles of market segmentation, targeting and positioning.
  3. Apply the basic principles of marketing information and research to a marketing problem.
  4. Describe the stages of the consumer buying decision process.
  5. Produce a report to present findings of their project

Module Content & Assessment

Indicative Content
Introduction to Marketing
• Marketing defined • The historical development of marketing • The traditional marketing mix (‘four Ps’) • The marketing environment
Segmentation, Targeting and Positioning (STP)
• The purpose of segmentation • Bases or variables for segmenting the consumer market • Bases or variables for segmenting the industrial market • Requirements for a usable segment • The advantages of market segmentation • Targeting • Positioning
Marketing Information and Research
• The importance of information to a company • The marketing information system • The marketing research process -Secondary Research
Company Analysis and Marketing Planning
• Situational analysis • Establishing strategic business units • Marketing objectives • Alternative competitive strategies • The marketing audit • The marketing and planning process • Socially responsible behaviour and managerial ethics
Consumer Buying Behaviour
• Consumer buying behaviour defined • The consumer decision-making process • Types of consumer involvement in different buying situations • Influences on the buying decision
Competitor Analysis
• Competitors • Competitive structure of an industry • Analysing competitors • Direct and indirect competitors • Assessing competitors’ strengths and weaknesses • Strategies for competitive position • Value Chain Analysis
Indicative Assessment Breakdown%
Course Work Assessment %40.00%
Final Exam Assessment %60.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project The Continuous Assessment (CA) will involve students performing a brand audit and case study of market strategy for a company of their choice. This will involve secondary marketing research. The CA will take the form of a written report and presentation. This assessment is linked to the semester two module: FoM2 where students will have the opportunity to build on their semester one project. The focus during semester one is on secondary research and the STP process and the assessment will be linked in this semester to that of Introduction to Digital Marketing, details of which will be given in the brief. 2,3,5 40.00 n/a
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,4 60.00 End-of-Semester
Indicative Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
Examination: 100% of overall marks. Continuous assessment will NOT carry forward from the year into the August repeats for a second sitting.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 30.00
Every Week 15.00
Every Week 15.00
Every Week 65.00
Recommended Book Resources
  • Rogan, D 2011, Marketing, an Introduction for Students in Ireland, 4th Ed Ed., Gill & MacMillan Dublin
Supplementary Book Resources
  • Lamb, CW, Hair, JF, McDaniel, C, 2015, MKTG 9, 9th Ed Ed., Cengage Learning 4LTR Press
This module does not have any article/paper resources
Other Resources
  • Journal: Irish Marketing Journal (IMJ)
  • Journal: Journal of Marketing
  • Journal: Journal of the Academy of Marketing Science
  • Journal: European Journal of Marketing

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 1 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 1 Mandatory
BN_BDMKT_XDE Certificate in Digital Enterprise. Minor award of the Bachelor of Arts (Honours) in Digital Marketing 1 Mandatory