Marketing Fundamentals (Taster Course)

Marketing Courses Dublin
Professional / Short Course
12 Weeks x 1 Evening (2 Hours)
Validated by
Griffith College
NFQ Level
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Course Overview

This module takes learners through the fundamentals of marketing planning.

This module runs one evening a week for twelve weeks. It emphasises the role of research and marketing intelligence in decision making.


This course focuses on the development of professional skills; while it does not sit on the national framework, the module is drawn from Griffith College’s suite of QQI-validated degree programmes.

Why study Marketing at Griffith College?

This module aims to combine theory and practice to enable learners to gain a broad perspective on marketing and its role within organisations. On successful completion of this module, learners should be able to:

  • Examine the role and scope of marketing in an organisation.
  • Demonstrate knowledge of key marketing realities and challenges facing organisations.
  • Examine the importance of providing customer satisfaction and responding to the marketplace through appropriate marketing strategies.
  • Identify and execute standard marketing research activities.
  • Express the relevance of market research to decision making.

Intake Dates

We run one intake for this course, commencing as follows:


  • September*


*Subject to sufficient numbers

Please see the timetable section for course dates.

Course Details


  • Definition of Marketing
  • Overview of Business Orientations- Transactional vs Relationship Marketing
  • Customer Value, Satisfaction and Loyalty

  • Elements of the Marketing Environment
  • Consumer Behaviour
  • Models for Market Analysis (PEST/Porter/BCG)
  • Competitor Analysis

  • Overview of Services Marketing
  • Overview of International Marketing
  • Overview of Marketing in Small Firms

  • Information Types and Sources
  • The Market Research Process
  • Research Design and Execution
  • Data Analysis
  • Marketing Information Systems

  • Bases of Segmentation
  • The Segmentation Process
  • Target Marketing
  • Positioning Concept

  • Brand and Product
  • Pricing tactics
  • Distribution
  • Integrated Marketing Communications

  • Building a Marketing Plan
  • Resources and Competencies
  • Marketing Audit & Evaluation

Course Contacts

If you have any questions please get in touch with us at [email protected] or 01 415 0429.


This course is scheduled to commence on Wednesday 20th September 2023.

This part-time evening course will run one evening per week (Wednesday) from over 12 weeks.

Contact [email protected] for further information.

Year 2023

Sep: 20, 27

Oct: 04, 11, 18, 25

Nov: 01, 15, 22, 29

Dec: 06, 13

How to Apply

Entry Requirements 

English Language​

If English is not your native language, you must show that your English level is of a suitable standard. For further information please contact a member of the Admissions Team.

Griffith College is accepting the online Duolingo English Test (DET) as valid proof of English proficiency. Please see here for further details.

How to Apply

Directly to Griffith College Short Courses Department

Applicants under 23 years of age:

Old Leaving Cert (Pre 2017)

Two Honours Level, Grade C3s or above and four Ordinary Level D3s (subjects to include Maths and a language, English, Irish or another language) or equivalent exam taken.

New Leaving Cert

2 H5 and 4 O6/H7 grades, to include Maths and a language (English, Irish or another language).

Applicants over 23 years of age (Mature students):

If you are 23 years or over from the 1st January of this year, you can apply for this course directly using the College’s online application form.


Study Mode: Part-Time

Fee: EUR 685.00


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