Marketing Principles and Practices for Marketing Managers

1.  Understand marketing terminology, marketing fundamentals, and marketing theories

1. Explain terms in marketing
2. Explore and classify market types and how to approach them
3. Demonstrate an awareness of the importance and understand steps in marketing research
4. Apply and interpret marketing research results

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2.  Demonstrate the capacity to analyse a marketing programme critically from the consumer's and marketing practitioner's perspectives, considering ethical concerns

1. Demonstrate the ability to understand and explain consumer behaviours
2. Analyse and explore factors influencing consumer behaviours
3. Identify the advantages and disadvantages of participating in local and global markets

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3.  Communicate marketing concepts clearly and in an organised manner, both orally and in writing

1. Explain the roles and importance of integrated marketing communication (IMC)
2. Analyse and identify factors and components of IMC
3. Design and apply the IMC principle for effective marketing communication
4. Plan and apply for marketing campaigns and promotions for different types of markets

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4.  Illustrate an awareness of the relationship between marketing and other business disciplines within an organisation

1. Explain the nature and behaviours of market channels and relevant stakeholders
2. Reflect and apply the relationship between marketing and other business disciplines within an organisation
3. Determine and analyse the benefits and limitations of each distribution channel

• The assessment strategy for this course is designed to test all the learning outcomes.
• Learners must demonstrate successful achievement of all learning outcomes to pass the course.

• The assessment criteria for a pass will be presented with the summative exercise.
• Further information and guidance on the assessment will be made available through the tutor.

To pass the unit a 40% overall grade must be achieved.