MARKETING LEVEL 3

The aim of the course is to enable candidates to develop:

(a) a broad strategic understanding across the full range of marketing activities, including advertising, PR, sales promotion and market research
(b) the ability to apply this understanding to real lift marketing scenarios
(c) the ability to illustrate their understanding through the use of real experiences, or created examples

Syllabus

1 The Nature of Marketing
1.1 Definition of marketing
1.2 The marketing concept
1.3 Market awareness
2 The Role of Marketing
2.1 Profit and non-profit making organisations
2.2 Environmental analysis
2.3 User values – discovery and monitoring
2.4 Auditing
2.5 Marketing’s informative and influential role
3 Marketing Organisation
3.1 Functional co-ordination within the organisation
3.2 Marketing department; structure, authority and responsibilities
3.3 Agencies and consultancies
4 Marketing Research, Analysis and Decision
4.1 Marketing research
4.2 Marketing research methods
4.3 Buyer behaviour
4.4 Marketing segmentation, targeting and positioning
4.5 Market planning
5 Marketing Implementation, Strategies and Tactics
5.1 The market mix: the 7Ps and 7Cs
5.2 Product/service
5.3 Price
5.4 Place
5.5 Promotion
5.6 Public relations
5.7 Advertising
5.8 Sales promotion
5.9 Personal selling
5.10 Sponsorship
5.11 Physical environment
5.12 People
5.13 Process
5.14 The after-market
5.15 Packaging
5.16 Internal marketing
6 International Marketing
6.1 Global International and Export Marketing
7 Marketing, IT and the Internet

Course Duration: 50 hours