Unit 13 Principles of Marketing

QCF Level 4

Credit value: 8 credits

Unit Aim

The unit provides an introduction to the principles of marketing and focuses on the contribution of marketing in achieving organisational objectives.

Learning Outcome

1. Understand the contribution of marketing in achieving organisational objectives

Assessment Criteria

1.1 Analyse how marketing orientation supports the achievement of organisational objectives
1.2 Evaluate the contribution of marketing principles to the achievement of organisational objectives
1.3 Analyse the reasons for integrating the marketing function with other functional activities

Learning Outcome

2. Understand the main barriers to marketing planning

Assessment Criteria

2.1 Describe the main barriers to marketing planning
2.2 Analyse how organisations may overcome barriers to marketing planning

Learning Outcome

3. Understand ethical issues in marketing

Assessment Criteria

3.1 Explain how ethical issues influence marketing planning
3.2 Analyse how organisations respond to ethical issues
3.3 Analyse the effect consumer ethics has on marketing planning

Learning Outcome

4. Understand how to develop a marketing strategy

Assessment Criteria

4.1 Explain how to identify the objectives of marketing strategies
4.2 Analyse resources required to develop a marketing strategy
4.3 Analyse how to implement a marketing strategy to ensure that it contributes to the achievement of organisational objectives
4.4 Evaluate the purpose of reviewing marketing strategies

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