Marketing Fundamentals
The Marketing Fundamentals Unit develops a basic knowledge and understanding of marketing, marketing process and the marketing mix. It aims to provide participants with a framework on which to build marketing knowledge and skills through the units of this level, through units at later levels and in the workplace. Students will not be expected to have any prior knowledge or experience in a marketing role.
- Explain the development of marketing and the ways it can benefit business and organisations
- Identify the main steps in, and barriers to, achieving a marketing orientation within the organisation
- Explain the context of, and process for, marketing planning and budgeting including related models
- Explain the concept of segmentation and the different bases for effective market segmentation
- Identify and describe the individual elements and tools of the marketing mix
- Identify the basic differences in application of the marketing mix involved in marketing products and services within different marketing contexts
