Introduction to Marketing

Dublin City University

Course Description

  • Course Name

    Introduction to Marketing

  • Host University

    Dublin City University

  • Location

    Dublin, Ireland

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    To enable students to gain an understanding of the major decisions faced by marketing management in their efforts to balance the organisation's objectives against the needs and opportunities in the global marketplace.

    Learning Outcomes
    1. Differentiate between the five main business orientations and appreciate the evolution of modern marketing practices.
    2. Describe and discuss the environmental forces and trends within theses forces that affect the firm s ability to serve its customers.
    3. Discuss how consumer decision making varies with types of buying decision.
    4. Assess the benefits of market segmentation and position an offer for maximum competitive advantage.
    5. Evaluate the components and processes involved in framing the marketing mix.
    6. Explain the general principles underlying the management of services.
    7. Discuss the components of a strategic marketing plan.
    8. Appreciate the significance of social responsibility and ethical marketing behaviour.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.