Unit 2 Marketing Essentials
Marketing Essentials
Introduction
This unit is designed to introduce students to the principles of marketing, enabling
them to develop a basic marketing plan and to employ elements of the marketing
mix to achieve results. While they will learn the underpinning theories and
frameworks, they will also be able to relate these to real-world examples, including
products/services that they encounter in their own daily lives.
Organizations such as Apple, Google, VISA, Burberry, Zara, Cadbury, Nestle,
Unilever, Coca-Cola, Unicef, BP and small local businesses all have at least one
thing in common: they all use marketing to influence us to engage with their
products and/or services. Whether it is becoming a loyal customer buying a product
and service or donating to a charity, organizations use a range of marketing
techniques and tools to inform and influence us.
The knowledge, understanding and skill sets that students will gain on successfully
completing this unit will enhance their career opportunities; whether setting up
their own business or being employed by an organization.
Learning Outcomes
By the end of this unit a student will be able to:
1 Explain the role of marketing and how it interrelates with other functional units
of an organization.
2 Compare ways in which organizations use elements of the marketing mix (7Ps)
to achieve overall business objectives.
3 Develop and evaluate a basic marketing plan.
Essential Content
LO1 Explain the role of marketing and how it interrelates with other
functional units of an organization
Definitions and the marketing concept:
Definitions of marketing and the nature of marketing.
The development of the marketing concept, including current and future trends.
How the external environment influences and impacts upon marketing activity.
The role of marketing:
The structure and operations of marketing departments.
Overview of marketing processes that include analysis, strategic planning and
the marketing mix.
The different roles of marketing within both a B2C and B2B context.
The interrelationships of functional units:
Marketing as a business function.
The different roles of business units and the interrelationships between these
functional units and marketing
LO2 Compare ways in which organisations use elements of the marketing
mix (7Ps) to achieve overall business objectives
The 7Ps marketing mix:
Product: Differences between products and services, importance of brands,
product development and product lifestyle.
Price: Pricing context, pricing strategies and tactics.
Place: Channel management, supply chain management and logistics.
Promotion: Integrated communication mix and promotional tools.
People: The different roles of ‘people’ in marketing, including customer
interfacing and support personnel. The different skills, attitudes and behaviour
of people delivering the product or service to customers.
Physical evidence: The tangible aspects of service delivery ???? visual, aural and
olfactory elements.
Process: Systems and processes involved in delivering a consistent service.
Different types of processes used to expedite the marketing function.
Achieving overall business objectives:
The shift from the 4Ps to the 7Ps and the significance of the extended
marketing mix.
An overview of the marketing planning process (Analysis, Planning,
Implementation and Control) and marketing strategy
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LO3 Develop and evaluate a basic marketing plan
Marketing planning:
The importance and value of marketing plans.
The links between marketing plans, marketing objectives and marketing
strategies.
Evaluating and monitoring marketing plans using appropriate control and
evaluation techniques such as sales analysis, market-share analysis, efficiency
ratios and cost-profitability analysis.
Structure and development of marketing plans:
Market segmentation and target market selection.
Setting goals and objectives, situational analysis tools and techniques,
creating a marketing strategy and allocation of resources and monitoring and
control measures.
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