Overview

Core concepts,

Marketing environment, Marketing Research, Differentiation [segmentation, targeting, positioning], Consumers’ buying behaviour and the decision process, Marketing strategy and its implementation, Ethics, the Global Market Place, Customers relationships and value, Marketing of services; Creating Comparative Advantage

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

-good -B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

-excellent -A- to A+ (70%+): Outstanding Performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

-another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Appraise the main components of a marketing strategy

• Display an understanding of the ever-changing nature of the marketing environment and how this impacts on marketing activities

• Locate and analyse information about organisations and their marketing activities

• Understand the key concepts in marketing, such as segmentation and targeting

• Understand the main traits of consumer buying behaviour and their impact