Units and learning outcomes

Module 1: What is Marketing?

This unit provides a backdrop to the importance of marketing in terms of what marketing is and how it is defined. It focuses on the role of marketing, its cross-functional importance and its contribution to business success. It also looks at the role of marketing as a service provider within the organisation.

Learning Outcomes

Determine the importance of marketing as a cross-functional activity contributing towards business success
Explain the importance of understanding the organisation's marketing environment and the impact it has upon an organisation's ability to satisfy customer needs and wants
Identify each element of the marketing mix in the context of customer needs and achieving customer satisfaction
Apply the marketing mix to a range of different organisational sectors and contexts

Module 2: Understanding Customer Relationships

This unit focuses on developing an understanding of internal and external customers, and considers how a knowledge and understanding of customers can assist in designing appropriate marketing activities to engage and support customers to achieve long-term customer loyalty.

Learning Outcomes

Explain the importance of understanding customers, and how marketing information aids the better development of marketing activities to achieve customer satisfaction
Explain the value and importance of internal and external relationships of the organisation and the importance of networking, collaboration and co-operation in order to develop and maintain relationships
Explain the different ways in which to communicate with both internal and external customers in order to develop, maintain and strengthen customer relationships
Explain the requirements for developing effective and efficient customer

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