Short Title:Fundamentals of Marketing 2
Full Title:Fundamentals of Marketing 2
Module Code:DMKT H1016
ECTS credits: 5
NFQ Level:6
Module Delivered in 2 programme(s)
Module Contributor:Isobel OReilly
Module Description: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.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Apply the marketing mix in a simulated context
  2. Distinguish between the role of consumer buyer behaviour and business buyer behaviour.
  3. Outline the conceptual and practical role of marketing practice in the service and non-profit marketing sectors.
  4. Identify key business communication strategies within the marketing field.
  5. Apply theory and conduct primary research to solve a marketing problem.

Module Content & Assessment

Indicative Content
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)
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 CA project will follow and build on their semester one project from FoM1. The continuous assessment will take the form of a written report and ‘marketing pitch’ presentation. In this CA, students will have an opportunity to review their chosen company's competition (from Semester 1 CA) and devise a marketing strategy for the company including a recommendation of NPD. This assessment will be linked in this semester to that of Social Media for Business, details of which will be given in the brief. 1,4,5 40.00 n/a
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 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 15.00
Every Week 30.00
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: European Journal of Marketing
  • Journal: Journal of the Academy of Marketing Science
  • Journal: Irish Marketing Journal (IMJ)
  • Journal: Journal of Marketing

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 2 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 2 Mandatory