Principles Of Marketing
Course
Online
Description
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Type
Course
-
Methodology
Online
-
Start date
Different dates available
This course forms part of the Level 4 Diploma in Business, which will allow you to use the qualification you receive, to support an application for a university degree program in business.
Facilities
Location
Start date
Start date
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This centre's achievements
All courses are up to date
The average rating is higher than 3.7
More than 50 reviews in the last 12 months
This centre has featured on Emagister for 15 years
Subjects
- Production
- Sales Training
- Communication Training
- University
- International
- Sales
- Marketing
- Market
- Executive
Course programme
1. Understand the key terms and concepts in marketing
- Definition and nature of marketing.
- Customers and other stakeholders.
- Understand the components of marketing.
- Key business functions (production, sales, HRM, finance etc.)
- Internal marketing.
- Different types of orientation (e.g. sales, production, marketing, R&D etc.)
- Profit drivers: cost, efficiency, volume, price.
- Industry structure (e.g. monopoly, oligopoly) and their influence on orientation.
- Advantages of market orientation: acknowledging customers’ needs, importance of acquisition and retention, competitor factors.
- Macro / micro (internal / external) environments.
- PEST, PESTLE, STEEPLE variants.
- Porter’s Five Force Model.
2. Understand and apply the concepts associated with the marketing mix
- The 4 ‘Ps’ 2.
- Product decisions: product life cycle, design, pack size, features etc.
- Pricing decisions: approaches.
- Promotion objectives: communications.
- Placement decisions: where, when, how (logistics)?
- The market plan: content, timing.
- The 4Ps and the market plan.
- Strategic options.
3. Understand the marketing of products and services
- Tangible and intangible.
- Nature and characteristics of a service.
- Nature and characteristics of a product.
- The customer interface.
- Customer relationship.
- The extended 7Ps. The 4Ps plus:
- a. People (service delivery).
- b. Physical evidence (visibility).
- c. Process (CRMs, IT, customer handling).
4. Understand and apply marketing communication
- Marketing v marketing communications.
- Communication theory.
- a. Sender, message, receiver.
- b. Interference and feedback.
- c. Communication errors.
- Advertising.
- a. Media and media mix.
- b. Objectives – awareness, attitudes, behavior.
- c. Message.
- d. Budget setting (e.g. percentage of sales, competitor matching, reach, impact.)
- e. Evaluation.
- Promotions.
- a. Type: BOGOF, coupons, trial offers, banded offers, loyalty cards etc.
- b. Objectives: revenue boost, stock clearance, trials etc.
- Public Relations: stakeholders.
- Case study and project.
- Content of marketing plan.
- Content of marketing communication plan.
- Assessment of plans.
- Feedback.
5. Understand the relationship between sales and marketing
- Definition of sales.
- Sales or marketing?
- Nature of personal selling: objectives and tactics.
- Sales sequence: process preparation to close and post-sales follow up.
- Projects and case study.
- Apply selling to B2B.
- Apply selling to B2C for a range of products: bespoke, high value, FMCG.
Your learning experience with ADL will not only depend on the quality of the course, but also the expertise of the person teaching it. This course has been written by Michael Booth and your course fee includes unlimited tutorial support from him throughout your studies with us. Here are Michael’s credentials:
Michael Booth – Course Writer and Tutor
B.Sc (Hons) Chemical Engineering, (University of Leeds), MSc with Merit Computer Science, (University of Kent), Executive Associate, Institute of Independent Business International
Michael has over 20 years experience in industry with a diverse academic background incorporating executive management, chemical engineering, and computer science. Michael has an international background and has worked as a technical director, production manager, and operations manager throughout companies across the world. He recently completed his MSc in Computer Science from the University of Kent, and is an executive associate of the Institute of the Independent Business International.
Principles Of Marketing