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

University of Limerick

---

Overview:

University of Limerick (UL) is a public research university located in Limerick, Ireland. It is known for its strong academic programs, vibrant campus life, and commitment to research and innovation. UL is ranked among the top 3% of universities worldwide and is a leading institution in Ireland for its contributions to research, teaching, and community engagement.

---

Services Offered:

UL offers a wide range of services to its students, including:

Library:

The Glucksman Library provides access to a vast collection of books, journals, and digital resources.

Student Gateway:

This online portal provides access to student information, course materials, and other important resources.

Accommodation:

On-campus accommodation options are available for students, with a variety of choices to suit different needs and budgets.

Cafés and Restaurants:

The campus has a variety of dining options, including cafes, restaurants, and a student-run Coop.

Sports Facilities:

UL Sport offers a wide range of sports facilities and activities for students, including a state-of-the-art sports arena.

Student Support Services:

The university provides a range of support services to students, including academic advising, career counseling, and mental health services.

---

Student Life and Campus Experience:

UL offers a vibrant and diverse campus experience, with a strong emphasis on student engagement and community involvement. Students can participate in a wide range of clubs, societies, and events, both on and off campus. The university also has a strong focus on sustainability and social responsibility, with initiatives aimed at promoting environmental awareness and community engagement.

---

Key Reasons to Study There:

Strong Academic Programs:

UL offers a wide range of undergraduate and postgraduate programs across various disciplines, with a focus on research and innovation.

Vibrant Campus Life:

The university provides a dynamic and engaging campus experience, with a wide range of opportunities for students to get involved in extracurricular activities and social events.

Research Excellence:

UL is a leading research institution in Ireland, with a strong focus on innovation and collaboration.

International Focus:

The university has a strong international focus, with a diverse student body and a commitment to global engagement.

Location:

UL is located in Limerick, a vibrant city with a rich history and culture.

---

Academic Programs:

UL offers a wide range of academic programs across seven faculties:

Arts, Humanities and Social Sciences:

This faculty offers programs in areas such as history, law, modern languages, politics, English, Irish, and sociology.

Education and Health Sciences:

This faculty offers programs in areas such as physical education, psychology, medicine, education, nursing, and allied health.

Kemmy Business School:

This faculty offers programs in areas such as accounting, finance, economics, management, and marketing.

Science and Engineering:

This faculty offers programs in areas such as computer science, electronic engineering, mathematics, statistics, design, and engineering.

Irish World Academy of Music and Dance:

This academy offers programs in traditional Irish music and dance.

---

Other: