Assessment guidance: Learners will then be required to conduct an investigation of a business and analyse its marketing strategy. They will also develop a marketing plan for a specific product or service
Unit Aims:
To develop an understanding of general marketing principles and their application to busines
Learning Outcomes
Understand the role of Marketing in business
Explain how marketing can be defined
Explain the contribution of marketing to the achievement of business objectives
Analyse the external factors influencing marketing
Explain the role of marketing in a not for profit business
Explain the elements of the marketing process
Understand the principles of marketing
Explain the different elements of the marketing mix
Explain methods of segmenting markets
Evaluate the benefits of segmenting markets
Analyse different methods of researching a market
Explain how current technology impacts on marketing activity
Understand the application of the marketing mix in a specific business
Review the market segments for a specific product or business
Analyse how the business positions its products or services
Explain how products are distributed
Analyse the use of pricing strategies
Analyse the promotional strategy used by the business
Be able to develop a marketing plan for a specific product or service
Propose strategic aims and objectives for the plan
Determine the target market/s for marketing activity, with justification
Analyse the macro and micro environmental factors influencing the marketing planning
Propose a marketing mix for the product or service
Explain how factors relevant to the implementation of the plan have been considered