Consumer Behaviour
Course Aims
- To develop the student’s understanding of consumer behaviour
Course Syllabus
- Introduction:
- The Consumer as an Individual:
- The Consumer in their Social and Cultural Settings:
- The Consumer Decision – Making Process:
- Organisational Buying Behaviour:
Definitions, concepts, importance of buyer behaviour,distinctions between consumer behaviour and organisational buying behaviour, applications to strategic marketing, market segmentation and consumer behaviour.
Consumer needs and motivation, personality, psychographics,perception, learning, attitudes and attitude change.
Group dynamics, reference groups, the family, social class,culture, subcultures, cross cultural consumer behaviour. Irish and European Society issues.
Personal Influence, opinion leadership, diffusion of innovation, models of consumer decision making.
The nature of organisational buying, the composition of the buying centre, models of the organisational buying decision process.
Recommended Text
Book Title -:Prinicples & Practice of Marketing (3e)
Author -: David Jobber
Publisher -: McGraw Hill
ISBN No -: 0-07-709613-4
Additional Reading
Book Title -:Marketing for Hospitality and Tourism (5e)
Author -: Kotler et al.
Publisher -: Pearson
ISBN No -: 13 978-0-13-245313-4
Public Relations
Course Aims
- To develop the student’s understanding of principles of Public Relations
Course Syllabus
- Introduction to PR, duties of the profession
- Organizational and theoretical bases for PR
- PR and decision making, issues management
- Research techniques, public opinion and PR
- PR budgets and campaigns
- PR and the mass media
- Employee communication, using media to reach employees
- PR and organizational climate, community relations
- Consumer relations and marketing
- PR and the web
- Corporate PR, crisis communication
- Crisis communication using the web
Recommended Text
Book Title -:Marketing for Hospitality and Tourism (5e)
Author -: Kotler et al.
Publisher -: Pearson
ISBN No -: 13 978-0-13-245313-4
Marketing Environment II
Course Aims
- To develop the student’s understanding advanced marketing environment
Course Syllabus
- Product, Brand, and Pricing Decisions in the Global Markets
- Global Marketing Channels, Marketing Communications, and Identify the steps involved in building and evaluating a global marketing strategy for a firm
- Identify the element of international marketing mix and discuss why the mix is important for preparing the marketing plan
- Develop and design a global marketing plan for a domestic and/or international firm
- International Marketing Plan
Recommended Text
Book Title -:Marketing Strategy and Competitive Positioning (3e)
Author -: Hooley et al.
Publisher -: FT/Prentice Hall
ISBN No -: 13 978-0-273-65516-9
Market Research
Course Aims
- To develop the student’s understanding of Marketing Research
Course Syllabus
- Marketing Research :
- Marketing research process:
- Research Design :
- Secondary and primary data:
- Sample Design :
- Data Analysis and Interpretation :
Meaning, nature and role of marketing research; Organization of marketing research
Problem identification and definition; Determination of information needs; Developing research proposal
Types of research Design – Exploratory, descriptive and conclusive researches
Sources of secondary data; Primary data collection instruments – Questionnaire designing and testing; Schedule; Observation methods; Scaling techniques and attitude measurement; Online data sources and research
Defining the universe and sampling unit;Sampling frame; Probability and Non-probability sampling methods; Sample size determination, Data collection and survey errors
Data editing and coding;Tabulation and graphic representation; Statistical data analysis including estimation, hypothesis testing, advanced data analysis techniques; Report preparation and presentation
Recommended Text
Book Title -:Exploring Marketing Research (10e)
Author -: Zikmund & Babin
Publisher -: Pearson
ISBN No -: 13 978-0-324-78861-7
Additional Reading
Book Title -:An Applied Orientation (5e)
Author -: Naresh K. Malhotra
Publisher -: Pearson/Prentice Hall
ISBN No -: 0-13-227946-0
Customer Relationship Management
Course Aims
- To develop the student’s understanding of Customer Relations Management
Course Syllabus
- Description and interpret the significance of the differences between ‘customers’, ‘users’, ‘consumers’ and ‘payers’
- Critical appraisal of the relationship between customer dynamics and marketing
- Evaluation of the effectiveness of the marketing/customer interface within specific product sectors, and propose cost-effective performance improvements where appropriate
- Psychological, social, cultural and economic factors that influences customer dynamics in particular marketing scenarios and their impact upon product/service improvement or innovation
- Analysis of key issues in customer dynamics including segmentation, relationship marketing, and the behavioural patterns found within the Decision Making Unit
- Designing and carrying out operational investigations into customer dynamics, customer perceptions of product/service performance, and customer satisfaction/delight
- Development of visionary yet practical strategies for mobilising customer-focused marketing programmes within defined organisational settings
Recommended Text
Book Title -:Marketing Management (12e)
Author -: Kotler & Keller
Publisher -: Pearson/Prentice Hall
ISBN No -: 0-13-145757-8