FOUNDATION CERTIFICATE IN MARKETING
1.01 PRINCIPLES OF MARKETING - 2009/10
The objectives of this course are that on completion students will fully understand the principles of marketing and their interdependence, and be able to apply their knowledge to real-life situations.
1. Introduction to Marketing
Marketing defined; evolution of the marketing concept; consumer and business markets, opportunities and challenges for Irish marketers.
2. Analysing Market Opportunities
The marketing environment, marketing information as an essential tool of management, scope of marketing research and marketing information systems, consumer and business buyer behaviour.
3. The Segmentation Process
Types of markets, the segmentation process, market segmentation, bases for segmenting consumer and business markets, targeting strategy, positioning for competitive advantage.
4. Product and Service Decisions
Introduction to basic product concepts; product attributes; branding, packaging and labelling; product line and mix decisions, services marketing, developing and managing products, product life cycle management.
5. Pricing Decisions
Factors influencing pricing, general pricing approaches, new product pricing, price adjustment.
6. Distribution and Logistics Management
Distribution channel structure, channel design and management, physical distribution and logistics management.
7. Integrated Marketing Communications
Creating effective communication, the promotion mix, setting the budget, integrated marketing communications, advertising, public relations, sales promotion, personal selling, direct marketing strategy.
8. Strategic Planning and Marketing Management
Strategic planning; designing and managing the business portfolio, the marketing management process, designing, implementing and controlling marketing activities.
READING LIST
Essential Reading
Kotler, Philip & Armstrong, Gary, Marketing: An Introduction, 8th Edition, Pearson Education.
Recommended Reading
Rogan, Donal (2000), Marketing - An Introduction for Irish Students, 2nd Edition, Dublin.
Brassington & Pettitt (2000), Principles of Marketing, 2nd Edition, Financial Times Prentice Hall.
Thornton, Marc (2001), Winning Lifetime Customers - How to Keep Customers using Customer Care, Blackhall Publishing, Dublin.
