Marketing

Upon successful completion of this unit, learners will be able to:

1. Explain how changes in the environment stimulated the development and growth of marketing;
2. Identify how marketing orientation can be achieved by an organisation and the benefits of marketing for various types of organisations;
3. Identify elements of the marketing environment and the impact on an organisation;
4. Explain the marketing planning process and how marketing budgets are set;
5. Explain the concept of various marketing strategy models;
6. Identify the elements of the tactical marketing mix and extended marketing mix.

Explain how changes in the environment stimulated the development and growth of marketing:

• Understand the history of marketing and the development of marketing through industrialization; identify methods of trade, for example, bartering.
• Define the focus of marketing in the organisation.

Identify how marketing orientation can be achieved by an organisation and the benefits of marketing for various types of organisations:

• Identify and explain the characteristics of a marketing orientation; production orientation; product orientation and sales orientation.
• Explain the relationship that marketing has with other units of the organisation.
• Describe the role of marketing in an organisation.
• Define and understand the marketing for a Small or Medium Sized Enterprise; Large Business and Not for Profit organisation.

Identify elements of the marketing environment and the impact on an organisation:

• Illustrate how the macro environmental factors can affect the operation of an organisation. Understand and describe what the political,
• Understand and describe what the political, economic, socio-cultural and technological elements are.
• Explain and illustrate how the micro environmental factors can impact the operation of an organisation.
• Identify the elements of the micro environment: customers; suppliers; employees.
• Explain the internal environment of an organisation, define internal marketing.

Explain the marketing planning process and how marketing budgets are set:

• Describe the various stages of the marketing planning process, from situation analysis to monitoring and control.
• Examine the role of research in the situation analysis, define marketing research.
• Define the SWOT analysis and identify how the organisation sets marketing objectives.
• Identify and describe the different methods an organisation can use to set budgets: objective and task; percentage of sales; same as last year.

Explain the concept of various marketing strategy models:

• Identify and explain segmentation, including segmentation strategies and bases: demographic; psychographic; geographic segmentation.
• Identify and describe the criteria for evaluating a segment.
• Describe targeting strategies: differentiated; undifferentiated and concentrated marketing.
• Define the process of positioning: identify; differentiate; communicate.
• Identify and describe the ANSOFF Matrix and the four elements of Ansoff.
• Understand how the size of the organisation can impact the strategic decisions made.

Identify the elements of the tactical marketing mix and extended marketing mix:

• Identify the 7Ps of marketing: product, price, place, promotion, people, physical evidence and process.
• Define the Product element of marketing; identify and describe the stages of the PLC: introduction; growth; maturity and decline.
• Explain and illustrate the stages of the New Product Development process: from idea generation to commercialization. 
• Identify and explain the main price setting strategies in an organisation: market penetration and market skimming; identify how an organisation can select the relevant pricing strategies.
• Identify the role of place to the organisation; identify and define selective, exclusive and intensive distribution strategies.
• Identify and define the tools of the promotional mix: advertising; public relations; sales promotions; direct marketing and personal selling.
• Identify the impact of technology on the marketing mix elements.

• Diploma in Applied Business Studies

  Secure your foundation for a degree and career in Business, Human Resource Management and Marketing.

  The Diploma in Applied Business Studies, awarded by SBCS Global Learning Institute Ltd, is a Pearson (UK) and ACTT approved programme, designed for CSEC / CXC graduates as an alternative to CAPE or 6th Form. It provides such learners with the opportunity to pursue a higher level qualification in a Business discipline, by enabling a seamless transfer from Secondary to Post-secondary education.

  Graduates of this Diploma programme will progress directly to the ABE Level 5 Diploma in Business Management and then onto the final year of an undergraduate degree; BA (Hons) Business Management, BA (Hons) Business and Marketing, or BA (Hons) Business and HRM from the University of Sunderland.

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