This module will develop the student’s ability to make decisions, communicate and interact in the field of marketing. This subject will provide an advanced learning situation and give the students the exposure to both intellectual and practical applications in marketing appropriate to an honours degree undergraduate programme.
The case study approach
- Environmental analysis, differentiation and segmentation
- Key success factors , consumer behaviour models, opportunity analysis, competition analysis
- Generic growth opportunities and strategies- lecture
- Key success factors, innovation and SWOT analysis
- Relationship and value marketing and management - lecture
- Contemporary issues - seminars
- Relationship marketing; segmentation; marketing planning; competition analysis and the use of strategic tools
- Implementation and distribution issues - lecture
- The use of strategic marketing/management; marketing opportunity analysis; implementation
- International case study focusing on Value analysis, marketing communication tools and segmentation
As the number of places is limited, candidates may be short-listed on the basis of information supplied on the application form. Candidates will be notified of the outcome or of any short-listing procedures. Applicants will be notified in early September whether the advertised courses will run and be informed of the precise schedule of classes.
Under 23 years of age
(a) Irish Leaving Certificate in five subjects. Results must include:
- At least OD3 in Irish OR English
- At least OD3 in Mathematics
- At least Grade OD3 in one of French OR German
(b) an equivalent qualification
Over 23 years of age
Candidates will be considered on a base by case basis.
Assessment and examination
The examinations will be considered for exemption from the equivalent subject on the Higher Certificate in Hospitality Services Management (Programme Code DT451) and/or on the BA in Hospitality Management (Programme Code DT460).
On completion the learner will be able to:
- Integrate and synthesize concepts, principles and practices that the student has become aware of through their studies of marketing.
- Formulate and appraise marketing strategy to achieve organisational goals.
- Justify decisions in marketing situations that are typically complex and deal with issues associated with the hospitality, tourism and leisure industries.
- Appraise strategic tools and frameworks to practical situations in the industry.
This module will enhance your career opportunities in the Hospitality and Tourism Industry.