What is Marketing?
Unit summary
The unit seeks to provide a backdrop to the importance of marketing in the terms of what marketing is and how it is defined. This unit 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.
The unit also provides a basic understanding of the internal and external marketing environment and the marketing mix, with consideration of how these factors differ from one sector to another.
The unit provides the foundations needed for the functional and aspirational goals of the level 3 market, whilst giving explanation to the language and terminology of marketing. By the end of this unit, students should be able to demonstrate a sound knowledge and understanding of marketing and its contribution to organisational success.
By the end of the unit, students should be able to:
- define marketing in the context of an exchange process
- 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.
Unit details
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15 Business, Administration and Law
Multiple Choice Examination