University of Galway

Course Module Information

Course Modules

Semester 1 | Credits: 5

The objective of the course is to provide students with an introduction to marketing theory; this is augmented by the use of national and international case vignettes.
(Language of instruction: English)

Learning Outcomes
  1. Develop and understanding of the theory of marketing with a particular emphasis on its influences, forces, elements and applications.
  2. Present the practical issues and problems of marketing, so that the compromises and constraints of real organisations and their customers are considered.
  3. Work as part of a team and enhance their interpersonal, critical and analytical and decision making skills by completing case studies and presentations in groups.
  4. Critically assess their understanding of the concepts from the text readings and lectures as well as developing their analytical skills through a series of accompanying case study classes.
  5. Formulate marketing plans and reports.
Assessments
  • Continuous Assessment (30%)
  • Department-based Assessment (70%)
Teachers
The above information outlines module SC3201: "Principles of Marketing" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.