Call us: +44 (0)1227 789 649 - Monday to Friday 9am to 5pm
Principles of Marketing
Principles of Marketing
Learn About Principles of Marketing
Principles of Marketing Online Course
This Principles of Marketing Online Course forms part of the Level 4 Diploma in Business, which will allow you to use the qualification you receive, to support an application for a university degree program in business.
Pre – Requisite Modules: Academic Writing and Introduction to Business.
- Module 2 of the Level 4 Diploma in Business (4 modules – 2, 3 and 4 can be done in any order.)
- Course Code: ADL 4PM.
- Level 4.
- 15 Learning Credits.
- Hours 150.
- Entry requirement: GCSE maths and English (grade C or better) or equivalent.
This course is ideal if you:
- wish to attend university and complete a business degree, but haven’t achieved the required “A” level grades.
- have the required “A” levels, but want to save money on tuition fees and accommodation costs, by also completing level 5 and level 6 courses currently under construction.
- are a graduate wanting an introduction to business systems and theories.
- have no desire to attend university and are already working in a business organisation, wanting to progress up the ladder
- wish to pursue a career in business as soon as possible.
1. Understand the key terms and concepts in marketing
- Definition and nature of marketing.
- Customers and other stakeholders.
- Understand the components of marketing.
- Key business functions (production, sales, HRM, finance etc.)
- Internal marketing.
- Different types of orientation (e.g. sales, production, marketing, R&D etc.)
- Profit drivers: cost, efficiency, volume, price.
- Industry structure (e.g. monopoly, oligopoly) and their influence on orientation.
- Advantages of market orientation: acknowledging customers’ needs, importance of acquisition and retention, competitor factors.
- Macro / micro (internal / external) environments.
- PEST, PESTLE, STEEPLE variants.
- Porter’s Five Force Model.
2. Understand and apply the concepts associated with the marketing mix
- The 4 ‘Ps’ 2.
- Product decisions: product life cycle, design, pack size, features etc.
- Pricing decisions: approaches.
- Promotion objectives: communications.
- Placement decisions: where, when, how (logistics)?
- The market plan: content, timing.
- The 4Ps and the market plan.
- Strategic options.
3. Understand the marketing of products and services
- Tangible and intangible.
- Nature and characteristics of a service.
- Nature and characteristics of a product.
- The customer interface.
- Customer relationship.
- The extended 7Ps. The 4Ps plus:
- a. People (service delivery).
- b. Physical evidence (visibility).
- c. Process (CRMs, IT, customer handling).
4. Understand and apply marketing communication
- Marketing v marketing communications.
- Communication theory.
- a. Sender, message, receiver.
- b. Interference and feedback.
- c. Communication errors.
- a. Media and media mix.
- b. Objectives – awareness, attitudes, behavior.
- c. Message.
- d. Budget setting (e.g. percentage of sales, competitor matching, reach, impact.)
- e. Evaluation.
- a. Type: BOGOF, coupons, trial offers, banded offers, loyalty cards etc.
- b. Objectives: revenue boost, stock clearance, trials etc.
- Public Relations: stakeholders.
- Case study and project.
- Content of marketing plan.
- Content of marketing communication plan.
- Assessment of plans.
5. Understand the relationship between sales and marketing
- Definition of sales.
- Sales or marketing?
- Nature of personal selling: objectives and tactics.
- Sales sequence: process preparation to close and post-sales follow up.
- Projects and case study.
- Apply selling to B2B.
- Apply selling to B2C for a range of products: bespoke, high value, FMCG.