Introduction to Marketing
Aims of the course
Understand how marketing has a key role to play in any business
- Define the role of marketing
- Describe marketing as a way of thinking
Know the marketing mix
- Define the term ‘ the marketing mix’
- Describe the product life cycle
Understand market research and its importance
- Describe various methods of market research
- Conduct research for a particular product or service
- Collate the results obtained from market research
Understand pricing, determinant and pricing new products/services
- Describe how price decisions are made
- Identify pricing determinants
Understand distribution channels and physical distribution
- Identify various channels of distribution
- Outline suitable methods of distribution for a variety of products
Understand promotional strategies and advertising
- Describe a range of promotional strategies
- Design an effective advertisement for a specific product or service
- Give reasons for the design of the advertisement in relation to the customers who were targeted
Assessment
Ongoing assessment with evidence of achieving the aims of the course.
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