Marketing Essentials
Unit summary
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, but also as a means of creating customer value in the short to medium term. This unit introduces individuals to the importance of the marketing planning process and the role of marketing across the organisation.
The unit also aims to provide knowledge of the key marketing tools to support an innovative range of marketing activities. Students will be taught the nature and implications of the use of marketing tools as both independent tools and tools that are often integrated to maximise the impact of the marketing proposition.
On completion, students should be able to explain how to utilise all elements of the marketing mix and how they can be co-ordinated to create a value proposition that reflects the organisation's objectives.
Unit details
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15 Business, Administration and Law