Marketing Essentials
The principle aim of this unit is to provide a detailed explanation of the key theories and practice behind marketing as an exchange process and a business function, but also as a means of creating value in the short to medium term. This unit will also introduce individuals to the importance of the marketing planning process and the role that marketing plays across the organisation.
The unit also aims to provide knowledge of the key marketing tools to support an innovative range of marketing activities. Students will be taught the nature and implications of the use of marketing tools as both independent tools and tools that are often integrated to maximise the impact of the marketing proposition.
On completion, students should be able to explain how to utilise all elements of the marketing mix and how they can be co-ordinated to create a value proposition that reflects the organisation's objectives.
- Explain how marketing has evolved and the importance of market orientation in creating customer value
- Access the importance of marketing, its cross-functional role and the contribution it makes to the organisation and society
- Identify and explain the stages in the marketing planning process
- Assess the key elements of the internal and external marketing environment that impact upon the organisation, its objectives and its activities
- Identify and describe the characteristics and applications of each element of the marketing mix (the 7Ps)
