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Marketing (Taster Course)

Marketing (Taster Course)


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.

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

Our intake for this course commences in September 2020

Course details
Introduction to Marketing
  • Definition of Marketing
  • Overview of Business Orientations- Transactional vs Relationship Marketing
  • Customer Value, Satisfaction and Loyalty
The Marketing Environment
  • Elements of the Marketing Environment
  • Consumer Behaviour
  • Models for Market Analysis (PEST/Porter/BCG)
  • Competitor Analysis
Marketing across Business Contexts
  • Overview of Services Marketing
  • Overview of International Marketing
  • Overview of Marketing in Small Firms
Marketing Research
  • Information Types and Sources
  • The Market Research Process
  • Research Design and Execution
  • Data Analysis
  • Marketing Information Systems
Segmentation, Targeting & Positioning
  • Bases of Segmentation
  • The Segmentation Process
  • Target Marketing
  • Positioning Concept
Marketing Planning
  • Brand and Product
  • Pricing tactics
  • Distribution
  • Integrated Marketing Communications
Marketing Decision Making
  • 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.


September 2020 - Dates available on request.


How to Apply

Entry Requirements 

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.

Under 23 Years 

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).

How to Apply

Directly to Griffith College Short Courses Department


Study Mode: Part-Time

Fee: EUR 550.00


Academic Progression

Further to completion of the Marketing module, learners are recommended to continue their studies at Griffith College by applying for our Diploma in Marketing Management, Certificate in Online Marketing and Digital Strategy or BA (Hons) in Business Studies course.


Ready to take the next step?