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Education and Training > Marketing Stream - Foundation

Marketing Stream - Foundation

Subjects and Syllabus

Please select the subject to view the syllabus

  1. Marketing Principles
  2. Marketing Environment I
  3. Marketing Communications
  4. Customer Care
  5. Business Law
  6. Business Economics

Marketing Principles

Course Aims
  • To develop the student’s understanding of Marketing fundamentals
Course Syllabus
  • Introduction:

    • The nature of Marketing, marketing defined,the social nature of marketing, the role of marketing in enterprise development

  • The Marketing Environment:

    • Understanding the company’s macro and micro environmental forces, The global marketplace

  • Marketing Planning:

    • the nature and process of marketing planning, the marketing plan

  • Market Information and Marketing Research:

    • The marketing information system, The Market research process

  • Market Segmentation, Targeting and Positioning
  • The Marketing Mix:

    • Product decisions, Pricing Decisions,Marketing Communications, Marketing Channels

  • Dimensions of Marketing:

    • ethical, social and environmental

Marketing Environment I

Course Aims
  • To develop the student’s understanding of Marketing Environment
Course Syllabus
  • Introduction to Global Marketing
  • Global Economic Environment
  • Global Trade, Social, and Cultural Environment
  • Political and Legal Environments of the Global Marketing
  • Global Information Systems
  • Global Marketing Strategy and Competitive Advantage
Recommended Text

Book Title -:Marketing Management (12e)
Author -: Kotler & Keller
Publisher -: Pearson/Prentice Hall
ISBN No -: 0-13-145757-8

Marketing Communications

Course Aims
  • To develop the student’s understanding of Marketing communications
Course Syllabus
  • The nature of marketing communication
  • The theory of the communication process
  • Targeting marketing communication
  • Marketing communication strategy
  • Organising and managing integrated marketing communications
  • Advertising management
  • Sales promotion management
  • Personal selling fundamentals
  • Marketing public relations and sponsorship marketing
  • Establishing the promotion budget
  • Measuring marketing communication results
Recommended Text

Book Title -:Marketing Strategy (4e)
Author -: Ferrell & Hartline
Publisher -: Thomson
ISBN No -: 13 978-0-324-36272-5

Customer Care

Course Aims
  • To develop the student’s understanding of customer care
Course Syllabus
  • A study of customer services accompanying a core product and the service products themselves.
  • Problems and issues related to the service mix,service-level decisions, the formulation of service policies, customer service management, the development of customer service staff, training, and evaluation are analyzed.
  • Customer information, customer surveys and suggestions, the handling of complaints and adjustments, techniques for dealing with difficult and angry customers, dissemination of information, credit services, maintenance, technical service, and the development of new programs
Recommended Text

Book Title -:Marketing Strategy (4e)
Author -: Ferrell & Hartline
Publisher -: Thomson
ISBN No -: 13 978-0-324-36272-5

Business Law

Course Aims
  • To develop the student’s understanding of principles of business law
Course Syllabus

General introduction to legal principles

  • Types of law. The distinction between civil and criminal wrongs. The Constitution.
  • Legislation and delegated legislation. Caselaw.
  • E.U. institutions and types of law. The role of the European Court of Human Rights.
  • The court structure. Legal personnel. Legal personality. Law reform.
  • Alternative methods of dispute resolution: tribunals and arbitration.
  • Finding the law: libraries, computer databases, CD-ROM and the Internet.
  • Analysing the law: reading legislation, study of case reports.

Tort Law

  • The main ingredients of torts. Defences in tort.Negligence. Occupiers’ Liability Act 1995.
  • Professional negligence. Remedies. Defamation (Libel and Slander).

Principles of Contract Law

  • Nature of Contract. Offer and Acceptance. Intention to create legal relations. Consideration
  • Terms of contract. Defects in contract (mistake,misrepresentation, duress and undue influence)
  • Exemption clauses. EC (Unfair Terms in Consumer Contracts)Regulations 1995
  • Discharge of contract. Remedies
Recommended Text

Book Title -:Business Law
Author -: Rush & Ottley
Publisher -: Thomson
ISBN No -: 13 978-1-84480-173-2

Business Economics

Course Aims
  • To develop the student’s understanding of principles of Business Economics
Course Syllabus
  • Introduction to Economics:

    • Scarcity, choice and opportunity cost, the difference between Microeconomics and Macroeconomics, the ProductionPossibility Frontier, the fundamental questions.

  • Demand, Supply and Market Equilibrium:

    • Demand and consumers,supply and producers, market equilibrium and the price mechanism, price controls.

  • The Concept of Elasticity:

    • Own price elasticity of demand,cross-price elasticity of demand, income elasticity of demand, elasticity of supply.

  • The Consumer and the Theory of Demand:

    • Marginal utility analysis, consumer surplus.

  • The Firm and Production:

    • The objectives of the firm, production, costs,profit-maximising output level, economies of scale.

  • Market Structures:

    • Perfect competition, monopoly,monopolistic competition, oligopoly.

  • Factors of Production:

    • Labour, Land, Capital, and Enterprise.

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