Units and learning outcomes

Unit 1 – Marketing Essentials

The 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. This unit introduces individuals to the importance of the marketing planning process and the role of marketing across the organisation.

Learning Outcomes

Explain how marketing has evolved and the importance of market orientation in creating customer value
Assess 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 (7Ps)

Unit 2 – Assessing the Marketing Environment

The aim of this unit is to provide an understanding of the nature and scope of the internal and external marketing environment with broad consideration of the impact of international and global marketing. The unit addresses the key characteristics of the marketing environment and assesses the impact of market forces that are uncontrollable and how an organisation responds to them.

Learning Outcomes

Explain the nature and scope of the internal marketing environment, including the resource perspective
Distinguish between the types of organisation within the public, private and voluntary sectors and understand the different influences and challenges they face and how their objectives differ as a result
Identify and explain the different characteristics of the micro environment and recognise the sources of information required to gain a good understanding of it together with its drivers and challenges
Assess the importance of and potential impact on a market oriented organisation of key trends in political, economic, social, technological and legal/ethical/regulatory environment
Consider the implications for organisations pursuing both economic and environmental sustainability as part of its agenda for CSR

Unit 3 – Marketing Information and Research

This unit focuses on the importance of marketing information in gaining a more indepth understanding of both the market in which the organisation operates and the customers it seeks to serve. The unit explores different research methodologies and encourages consideration of complementary approaches to collecting a range of market and customer information.

By the end of the unit, students should be able to demonstrate a thorough knowledge and understanding in the ways of collecting and manipulating information to support and justify key marketing decisions.

Learning Outcomes

Identify appropriate information and marketing research requirements for marketing decision making
Evaluate the importance of customer databases and their contribution to providing detailed market information to support marketing decisions
Review the processes involved in establishing an effective database
Explain the nature and scope of the research industry and discuss the importance of working in line with the industry's code of conduct
Explain the process for selecting a marketing research supplier, in domestic and international markets, developing the criteria to support that selection
Explain the process for collecting marketing and customer information, utilising appropriate primary and secondary sources
Appraise the appropriateness of different qualitative and quantitative research methodologies to meet different research situations

Unit 4 – Stakeholder Marketing

The focus of this unit is to recognise the nature and scope of an organisation's diverse range of stakeholders (of which customers are part) and their relative importance to the marketing process and the market oriented organisation.

The unit considers how to manage stakeholder relationships effectively, in terms of utilising a marketing mix that influences and satisfies stakeholder needs in line with the organisation's business and marketing objectives.

On completion, students should be able to demonstrate a thorough understanding of the importance and status of different stakeholder groups and the priorities for managing an effective marketing and communications mix to aid relationship development.

Learning Outcomes

Assess the relative importance of organisational stakeholders on the marketing function, and the impact they have on the organisation's marketing activities
Explain the importance of relationship marketing in the context of the organisation's stakeholders in achieving stakeholder interest, involvement, commitment and loyalty
Explain how the marketing mix can be effectively co-ordinated to support internal and external stakeholder relationships
Explain how to co-ordinate the communications mix to communicate effectively with the organisation's stakeholders in line with budget and time requirements
Evaluate key methods for measuring the success of marketing mix and communications activities

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