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A.P2 Explain the importance of marketing for exchanges between organisations, customers and suppliers in a given context.
Unit 1: Marketing Principles L evel : 3
Unit type: Internal set assignment
Guided learning hours: 120
Un i t in brief
Learners will explore marketing principles and apply them to a variety of contexts.
Unit i ntr od uct io n
Marketing is a dynamic field central to the success of all types of organisation.
In this unit, you will study a range of marketing activities, including investigating how research is used and how important it is to check that it is valid and reliable. You will look at how and why organisations segment the market and how and why marketing activities are adapted according to the different segments identified. You will understand consumer behaviour in a marketing context. You will explore the importance of marketing strategies and campaigns to support the ethos of an organisation and the importance of adapting the 7Ps of the marketing mix to the stage of the product life cycle for a product or service.
This unit will help you to progress to a range of job opportunities in the marketing context, to further study in higher education and to a professional qualification.
Assessment
This unit has a set assignment. Learners must complete a Pearson Set Assignment Brief.
Learning aims
In this unit you will:
A Understand the role of marketing and its application in a given context
B Research and analyse the market in a given context
C Explore market segmentation, targeting, and consumer buying behaviour in a given context
D Develop a marketing strategy for a given context.
Assessment criteria
Pa ss Mer i t Dis t i n c t io n
L earni ng aim A: Understand the role of marketing and its application in a given context
A.D1 Evaluate the role and importance of marketing in a given context.
A . P1 Explain the role of marketing in meeting aims and objectives in a given context.
A . P2 Explain the importance of marketing for exchanges between organisations, customers and suppliers in a given context.
A . M1 Assess the role and importance of marketing in meeting aims and objectives in a given context.
L earn i n g aim B: Research and analyse the market in a given context
B . P3 Research the market for a given context using different methods and tools.
B . P4 Explain features of a market for a given context.
B . M2 Analyse a market for a given context, based on own detailed market research.
B C . D2 Evaluate the importance of segmentation and targeting and how these affect consumer buyer behaviour with reference to findings of own comprehensive market research in a given context.
L earn i n g aim C: Explore market segmentation, targeting, and consumer buying behaviour in a given context
C . P5 Explain the market segmentation and targeting in a given context.
C . P6 Explain the consumer buyer behaviour in a given context.
C . M3 Analyse the importance of segmentation and targeting and how and why these affect consumer buyer behaviour in a given context.
Learn i n g aim D: Develop a marketing strategy for a given context
D.D3 Justify decisions made in the marketing strategy for a given context.
D . P7 Develop a marketing strategy for a given context.
D . P8 Explain decisions made in the marketing strategy for a given context.
D . M4 Assess decisions made in the marketing strategy for a given context.
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