Aims of the module

This module provides an understanding of the key concepts and terminology used in marketing. On completion of the module, you will have a knowledge and understanding of the role and function of marketing within organisations, and the factors that influence consumer behaviour. You will also be able to identify key components of the marketing environment and have an appreciation of how to collect and utilise relevant information about the marketing environment.


Finally, you will be able to outline the concepts and elements which make up the marketing mix and understand how these are applied in a range of different contexts.


Module structure

The module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by the way of examination. The examination will comprise multiple choice questions to be completed in a controlled assessment. 

Unit 1: Discovering Marketing 

  • Know the role and function of marketing within organisations (15%)
  • Understand the factors that influence customer behaviour (15%)

Unit 2: The Marketing Environment 

  • Identify the key components of the marketing environment (20%)
  • Identify how to collect relevant information about the marketing environment (15%)

Unit 3: The Marketing Mix 

  • Understand the concept and elements of the marketing mix (20%)
  • Understand the application of the marketing mix in different contextual settings (15%)

Assessment: Examination

  • The examination will comprise multiple- choice questions to be completed in a controlled assessment.

View module specification document.

Explore our Level 3 qualifications here. 

Award level
CIM level 3

Estimated study time
120 hours

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