50 multiple-choice questions to be completed in a two hour controlled assessment.

Marketing is a key driver of success in today’s dynamic organisations. This module will give you an insight into marketing concepts and tools and how these are applied to deliver results.

This module is about recognising the importance of marketing’s role in driving success and delivering results. It provides the knowledge and understanding of the function of marketing within the organisation and demonstrates how an appreciation of customer behaviour can enable effective targeting. It outlines an understanding of how external environmental influences affect planning and how information enables decision making, and the elements of the marketing mix and how these are applied to address market and customer needs.

Unit 1: The marketing concept

Understand the role and function of marketing (10%)
Understand what influences customer behaviour (15%)
Unit 2: Analysis and insight

Identify factors and trends in the marketing environment and how they affect marketing
planning (15%)
Identify options for gathering relevant marketing information (15%)
Unit 3: Marketing mix

Know the elements of the marketing mix (30%)
Apply and adapt the marketing mix to satisfy customer needs (15%)

The module introduces you to the role and function of marketing and investigates what influences your customers. On completion of the module you will be able to adapt the marketing mix to meet the requirements of your customers.