Course Details

Course Code(s):
Course Start Date:
September 2024
5 Weeks
University Certificate of Study
Faculty: Science and Engineering
Course Type: Professional/Flexible, Online
Fees: For Information on Fees, see section below.
Application Deadline:


Address: Science & Engineering Flexible Learning Centre Email:

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Brief Description

Next Intake: Autumn 2024

Please ensure you enter the Module Code below when applying for this Micro Cred. Applications without this cannot be processed.

You may apply for more than one Micro Cred under the same application.

Module Description

Module Code

NFQ Level

ECTS Credits

Next Intake


Marketing Technology Products




Sep 2024


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: 


This module introduces you to the world of marketing. What is marketing all about? To put it in a nutshell, marketing is two things. First, it is a business philosophy whose main premise is that the customer is king and that if a company can provide enough people with exactly what they want, they will make a profit. This implies that marketing is a particular way of looking at the world of business. This in itself is rather intangible and explains why there is a lot of uncertainty regarding marketing’s domain.

Second, marketing is a business function, which is much more tangible. The dominant view holds that marketing is the business function responsible for finding out what the customer wants (marketing research), providing the customer with that product or service (product development), in a convenient outlet at the right time and in the right quantities (distribution), and information the customer about the product or service (marketing communications). It is about planning the future of the company and staying ahead of the competition. Increasingly, this also necessitates relationship building as organisations pursue customer loyalty.

Consequently, marketing is a critical business activity. While there are many obvious opportunities provided by increasingly complex, dynamic, and competitive markets, companies lacking explicit marketing skills face significant risks.

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.

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

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.

Entry requirements are established to ensure the learner can engage with the course material and assessments, at a level suitable to their needs, and the academic requirements of the module. By applying to this micro-credential, you are confirming that you have reviewed and understand any such requirements, and that you meet the eligibility criteria for admission.

Successful completion of this module does not automatically qualify you for entry into a further award. All programme applicants must meet the entry requirements listed if applying for a further award.

The fees for this programme are €1,000

Please click here for information on funding and scholarships.