Modules Applied Marketing Mandatory Module
Aim of the module In this module, you will learn about the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness. Please note the Applied Marketing module is the mandatory module for both qualifications at level 4.
Unit 1: The Marketing Concept – – Understand the contribution of marketing to the organisation. – – Know what influences customer behaviour across a range of contexts. Unit 2: Analysis and Insight – – Understand the factors and trends in the marketing environment and how they affect marketing. – – Know a range of options for gathering relevant marketing information. Unit 3: Marketing Mix – – Understand the application of the marketing mix within the different marketing contexts. – – Know how to apply and adapt the marketing mix to satisfy customer needs and business goals. Assessment: Examination The examination will comprise of multiple-choice questions to be completed in a controlled assessment.
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