Program Overview

Marketing Technology Products - Module AU5032

Brief Description

This module introduces the world of marketing, covering its philosophy and function, market orientation, the marketing mix, services marketing, and customer relationship marketing.

Course Details

• Course Code(s): AU5032
• Available: Part-Time
• Intake: Autumn/Fall
• Course Start Date: September 2026
• Duration: 5 Weeks
• Award: University Certificate of Study
• Qualification: NFQ Level 9 Minor Award
• Faculty: Science and Engineering
• Course Type: Professional/Flexible, Online

Programme Content

The module provides an overview of:

• The Nature of Marketing: Marketing as a Philosophy and Function, The Marketing Concept, Market Orientation, The Marketing Mix, Services Marketing, Customer Relationship Marketing
• Understanding Customers: Individual vs Organisational Buyer Behaviour, Mapping the Customer Experience, Segmentation
• Competitive Advantage: Targeting, Positioning, Branding, Marketing Research

Learning Outcomes

On successful completion of this module, students will be able to:

• Understand the nature of Marketing
• Identify and explore the key components of market orientation
• Understand customer groups and customer buyer behaviour
• Explore and interrogate competitive advantage
• Understand the key factors influencing marketing activities and practices

Entry Requirements

Applicants must have a minimum second-class Level 8 honours degree (QQI NFQ or other internationally recognised equivalent) in a relevant or appropriate subject, or equivalent prior learning that is recognised by the University as meeting this requirement. Applicants must also satisfy the English Language Requirements of the University.

Fees

• EU: 1,250
• Non-EU: 1,250 Further information on fees and payment of fees is available from the Student Fees Office.

Other Funding

Find further information on funding and scholarships.

Pathway

This micro-credential represents a single module within a larger further award (e.g., Certificate, Diploma, Masters). By taking this micro-credential, you may be eligible to apply for a credit exemption should you progress to study for a further award. The programmes associated with this MicroCred are:

• Professional Diploma Supply Chain Management
• MSc in Supply Chain Operations