Marketing Studies (Level 3) Course

Course Structure

Introduction - What is marketing?

Unit 1: Reviewing the current position

• SWOT Analyses
• PEST Analyses
• Product life cycle

Unit 2: Planning for marketing

• Market research
• Marketing objectives
• Marketing strategy
• Marketing mix
• The four P’s
• Marketing action plan
• Appendix 1 Action plan

Unit 3: Implement the marketing strategy

The marketing communications mix.

• Personal selling.
• Sales promotion.
• Public relations (and publicity).
• Direct marketing.
• Trade fairs and exhibitions.
• Advertising (above and below the line).
• eMarketing (and Internet promotions).
• Sponsorship.
• Merchandising (and point-of-sale).
• Brands.
• Appendix 2 Action plan

Unit 4 Customer relations

• Defining customer relations
• Customer service
• Why a good customer relationship is important
• Introducing a customer services programme
• Making continuous improvements to customer service
• Appendix 3 Action plan

Glossary of marketing terms

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