Module Structure:

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.
• Advertising.
  • 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.
• Promotions.
  • 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.
• Feedback.

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.

Unit overview: To enable the learner to understand the Principles of Marketing at both domestic and international levels.

Marketing as a discipline has its critics. These are the people who think of marketing as being a “poison pack” which is responsible for all the evils in the world – mainly because of criticisms relating to the effects of advertising.

However, marketing also has its devotees. Some people see marketing as a “magic wand”; they think that when a company has problems all they need to do is to get in a marketing manager and all the problems will disappear.

Neither of these viewpoints is correct. Marketing is now recognised almost as a science. It is seen as a logical approach to business which involves the studying, and understanding, of relationships and exchanges between buyers and sellers.

Learning Outcomes:

1. The learner will: Understand the key terms and concepts in marketing.
2. The learner will: Understand and apply the concepts associated with the marketing mix.
3. The learner will: Understand the marketing of products and services.
4. The learner will: Understand and apply marketing communication.
5. The learner will: Understand the relationship between sales and marketing.

Your learning experience with ADL will not only depend on the quality of the course, but also the expertise of the person teaching it. This course has been written by Michael Booth and your course fee includes unlimited tutorial support from him throughout your studies with us. Here are Michael’s credentials:

Michael Booth – Course Writer and Tutor

B.Sc (Hons) Chemical Engineering, (University of Leeds), MSc with Merit Computer Science, (University of Kent), Executive Associate, Institute of Independent Business International

Michael has over 20 years experience in industry with a diverse academic background incorporating executive management, chemical engineering, and computer science. Michael has an international background and has worked as a technical director, production manager, and operations manager throughout companies across the world. He recently completed his MSc in Computer Science from the University of Kent, and is an executive associate of the Institute of the Independent Business International.

FREQUENTLY ASKED QUESTIONS

Here is a list of the most often asked FAQ’s.

General

Q. Why should I enrol with the Academy for Distance Learning?
A. Here at ADL, our students are our priority – we treat everyone as a unique individual.

Q. Do I need to buy text books?
A. No, as each module has been written by highly qualified industry professionals. The content of the material is presented in such a way that text books are not required. However, if you require additional reading your tutor will be able to supply a list.

Q. What happens if I have to stop studying for a while? (eg. become sick, go on holidays, have a baby, move house, etc)
A. It’s OK to take a break and start up your study at a later point in time. Just let us know.

Q. Is there an age limit?
A. There is no maximum age limit. We do however, have a minimum age limit of 18 years. Below that age parental consent would be required.

Q. Are your courses up-to date?
A. Our courses are revised and updated on a rotation system.

Q. Do you have a Cancellation policy?
A. Yes. We have a cancellation policy that is fair and equitable. For further details please click here.

Q. Will I have any opportunity to engage with other students?
A. We have a Student Community group based on facebook! If you don’t have a facebook account already, you could make one just for talking with fellow students on the group.

Enrolment

Q. When can I enrol/start?
A. You may enrol and start at any time of the year – it’s all self- paced.

Q. Can I study from anywhere in the world?
A. Our courses are available to anyone, anywhere in the world from the comfort of your own home. The course content is relevant to any country, culture or economy.

Q. How long do I have to complete the course?
A. You complete the course at any time that is convenient for you.

Q. Completing a 100 hour module – how long will it take?
A. For some students a 100 hour module will take approximately to 3- 6 months to complete. Others take less time and some even longer.

Assessment

Q. Assessment – how does it work?
A. For each 100 hour module you are assessed by assignments (at the end of each lesson) and a final one and a half hour exam (or you may elect to complete a Project, instead of sitting the exam) – the choice is yours – you sit for the exam in your own location.

Q. I don’t cope well with exams – what can I do?
A. You may elect to undertake a Project (set by your tutor) instead of sitting the exam. Projects are completed from your home and can usually take a couple of weeks to complete.

Q. If my assignment is not up to standard is there an opportunity to resubmit my work?
A. Yes –

Q. How many assignments do I need to complete for each module?
A. At the end of each lesson, there is an assignment – so if a course has say, 10 lessons, there would be 10 assignments.

Q. I am having difficulty attending workshops/industry meetings, what can be done?
A. If your course requires attendance at workshops, conferences, or industry meetings; alternative arrangements can be made in your country.

Qualifications

Q. What qualification will I receive?
A. For individual modules, you would be awarded a Certificate endorsed by TQUK (Training Qualifications, UK), providing you complete all assignments and the exam. If you just want to complete only the assignments and not sit for the exam or finish a Project, then a Letter of Achievement would be awarded. For more details on qualifications available please click here.

Q. Can I customize my diploma/higher qualification?
A. Not all educational institution’s certificates /diplomas meet everyone’s needs. The opportunity to Design Your Own Diploma at the Academy (subject to our approval) is an added bonus, not found at other colleges. You choose modules that you think will help you in achieving your goal.

Q. What do I get when I complete the course? Will I receive a transcript?
A. At the completion of all courses and providing all assignments and exam requirements have been met, you will receive your Award and a Transcript.

Tutors

Q. Our tutors – who are they?
A. We appoint Tutors and require that they must be currently active in their industry, with at least 5 years’ experience in their chosen profession.

Q. Can I contact my tutor at any time?
A. Yes – you have unlimited access to your tutor via email through our Online Classroom. You can always leave a message with ADL requesting your tutor to contact you. You decide on how much or how little contact you wish to have.

Q. Practical work – How is this done?
A. To find out more about this part of the course please visit the section on How Our Courses Work here.