Course Content

The Marketing Environment

• Explain the role of marketing
• Explain production orientated, sales orientated and marketing orientated
• Outline the functions of a marketing department
• Explain the functions of a marketing department
• Explain the effects of political, economic, social and technological forces on an organisation's marketing activity
• Differentiate between business to consumer marketing and business to business marketing
• Identify elements of the marketing mix
• Outline the stages in the buying processes for individual consumers and organisations
• Outline the characteristics affecting consumer buying behavior e.g. cultural, social, personal and psychological
• Explain the characteristics of a service
• Outline the role of extended marketing mix for services
• Differentiate between primary and secondary research
• Carry out a marketing survey using appropriate research methods
• Outline the influence of the customer, the competition and the organisation on an organisation's own marketing activities
• Identify the functions of planning in marketing e.g. SWOT analysis, budgeting

Product

• Identify the stages in new product development
• Trace the life-cycle of a range of products
• Evaluate the influence of product design
• Evaluate the influence of product packaging
• Analyze the role of branding
• Explain the purpose of developing product range styles and establish the most effective communication styles for you

Price

• Analyze the factors to consider
• Distinguish between cost based pricing, value based pricing, competition based pricing and segmented pricing
• Evaluate pricing strategies for competitive products

Promotion

• Identify the elements of the promotional mix
• Compare the effectiveness of the different elements of the promotional mix
• Apply an appropriate
•  element of the promotional mix to a product or service
• Evaluate the role of the internet in promoting a product or service

Place

• Explain the functions of a distribution channel
• Classify the different types of distribution channels
• Identify an appropriate distribution channel for a product and for a service
• Explain the influence of the distribution channel on the supplier and the end-user
• Outline the effect of the internet as a distribution channel

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