MARKETING 1 (MK100)
First Year B. Comm. Degree
Semester II, 2007-2008,
Monday 6-7pm; Friday 9-10am; O’Flaherty Theatre
“Ireland has produced numerous world leaders in many fields as diverse as music (U2), and literature
(Seamus Heaney), and entertainment (Colin Farrell, Pierce Brosnan). In business too, many Irish
companies are world leaders - Baileys (cream liquer), Kerry (food ingredients), Waterford Crystal,
Glen Dimplex (electrical appliances), and Ryanair (low fares European carrier). Ireland has
internationally established brand names in Jameson, Guinness, and Riverdance among others. In
lesser known industries Irish firms have also dominated or attained significant market positions. For
example, Moffett Engineering for its Moffett Mounty, Lowe refrigeration for Trade Fair Refigeration
equipment, Bantry Bay Seafoods for mussels, and Dubarry for high performance sailing shoes.
These firms know that to be this successful, a business must gear all its efforts to giving
customers what they want, while still earning a profit. The critical factor to attainment of such
market dominance is the extensive use of Marketing”. (Domegan & Fleming, 2007).
This new course aims to introduce the fundamental concepts and principles of marketing. Among the
topics addressed in this course are buyer behaviour, research methods, and the various elements of
the marketing mix. This course uses real life examples to illustrate specific Marketing activities, and
examines their application in international and Irish business situations.
CORE TEXT rdBlythe, Jim (2005) Essentials of Marketing, 3 Edition. New Jersey, USA, Pearson-Prentice Hall. The textbook is required for each tutorial session.
COURSE LEARNING OUTCOMES
Marketing 1 provides an opportunity for candidates to develop knowledge and skills in the following
A. Knowledge Based Outcomes
After this course, you will be able to: st? Explain the marketing concept, and the role of marketing in business in the 21 Century.
? Recognise aspects of the internal and external environment, which affect marketing activities.
? Understand consumer decision-making.
? Appreciate the need for market research, and understand the research process. ? Discuss, displaying an in-depth knowledge, the key components of the marketing mix, including
pricing, distribution, promotion, and product strategies. ? Understand the fundamental requirements for marketing planning. ? Identify the challenges for marketing internationally.
B. Skills Outcomes
You will have developed the ability to:
? Evaluate print marketing communications and understand marketing messages. ? Prepare professional assignments.
? Manage time schedules and meet deadlines.
? Discuss issues in a group.
Each student will be assigned to a weekly tutorial session of approx. 20 students. Details of tutorial
groups will be provided on Blackboard. Candidates wishing to change from one tutorial group to
another must have the agreement of course lecturers. Assigned chapters should be read in advance of
each tutorial session, as they will form the basis for assignments and discussions. Attendance at the
tutorial sessions is considered to be an essential part of the course. Assignments will be allocated and
discussed in tutorials. Candidates must submit each assignment in their assigned tutorial session.
Dr. Christine Domegan Ms. Elaine Wallace
Acting Head, Marketing Department, NUI Galway Marketing Department, NUI Galway
(091) 492730 (091) 492603
The overall mark for Marketing 1 is based on tutorial assignments and a written examination.
Examination = 60%
The summer examination will be two hours in duration. The structure of the exam is as follows:
? Part 1: Compulsory Section. Ten short-answer questions.
? Part 2: Sections A & B. Two questions in each section. Candidates are required to answer one
question from each section.
Candidates must pass the written exam to be awarded marks for assignments.
Tutorial Assignments = 40%
Three tutorial assignments provide insight into the designated topic and are completed on an
individual basis. It is sufficient to staple the assignment together; no plastic covers please.
? All assignments must be submitted in person, in the student’s assigned tutorial.
? Assignments will not be accepted in lectures, or by course lecturers or by email.
? A 50% penalty applies for each late assignment.
ththAssignment 1: Allocated w/c 28 January, Due w/c 4 February. Marks allocated: 10%
Analyse the advertisements from some magazines of your choice (no internet advertisements please).
Select four advertisements, one for each of the following categories; a) one which addresses a
consumer need; b) one which is concerned with the features of the product itself; c) one which
emphasises a service and d) one emphasising a customer relationship. Explain the reasons for your
Required: Two pages, typed Times New Roman, 12cpi, 1.5 line spacing. The four advertisements
selected should be stapled to the assignment, and their source should be referenced.
ththAssignment 2: Allocated w/c 11 February. Due w/c 18 February. Marks allocated: 10%
Select two local places of entertainment in Galway. Identify the following:
What segments they are aimed at?
How each place targets the segment? and
What position they adopt to satisfy the chosen segment?
Required: Two pages, typed Times New Roman, 12cpi, 1.5 line spacing. Supporting materials can
be stapled to the main assignment and their source should be referenced.
thAssignment 3: Allocated w/c 10 March, Due w/c 31st March. Marks allocated 20%
Select one of the following product categories:
2) Breakfast Cereals
3) Chocolate Bars
Identify two competitors in the category you have selected, and compare:
a) their target market
b) their packaging
c) their brand image
d) their marketing communications activities
Required: Five pages, typed Times New Roman, 12cpi, 1.5 line spacing. If you wish to attach
packaging or print advertising, ensure it is stapled to the main assignment and their source should be
Week 1 Jan. 14 Introduction to the Course
Ch.1 What do Marketers do?
Week 2 Jan. 21 Ch. 2 The Marketing Environment
Week 3 Jan. 28 Ch. 3 Consumer and Buyer Behaviour
Week 4 Feb. 4 Ch. 4 Segmentation, Targeting and Positioning
Assignment 1 Due in Tutorials
Week 5 Feb. 11 Ch. 5 Market Research
Week 6 Feb. 18 Ch. 7 Pricing Strategies
Assignment 2 Due in Tutorials
Week 7 Feb. 25 Ch. 8 Distribution
Week 8 Mar. 3 Ch. 6 Products, Packaging and Branding
Week 9 Mar. 10 Ch. 9 Marketing Communications and Promotional Tools
thth Easter Break, 17 to 28 March
Week 10 Mar. 31 Ch. 10 Marketing Planning, Implementation and Control
Assignment 3 Due in Tutorials
Week 11 Apr. 7 Ch. 11 International Marketing
stWeek 12 Apr. 14 Ch. 12 21 Century Marketing & Course Review
Core slides will be available on Blackboard after each lecture.
Please note that Blackboard slides do not contain sufficient material for examination purposes.