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Unit Title: Introduction to Marketing Unit Reference Number: K/601/6402 Guided Learning Hours: 100 Level: Level 4 Number of Credits: 12

Unit purpose and aim(s):

Unit Title: Introduction to Marketing Unit Reference Number: K/601/6402 Guided Learning Hours: 100 Level: Level 4

This unit aims to give learners a sound understanding of:

the relationship between marketing and business

the marketing mix

the elements of marketing communications

how to communicate in sales and marketing contexts

Learning Outcome 1

The learner will: Understand the relationship between marketing and business.

Assessment Criteria

Indicative Content

The learner can:



Describe the activities


Key business functions, e.g. finance, human resources,

and priorities of each department or function

production, and marketing.

within a business


Different types of objectives, e.g. profit, market share,




Different strategies, e.g. growth strategies (Ansoff).


Conflicts between departments, e.g. resource allocation.


Internal marketing, e.g. role in integrating the functions.


Describe what


Definitions, e.g. CIM, AMA.

marketing is.



Customers and other stakeholders, e.g. shareholders,

government, media, local community.


Segmentation, targeting, positioning and the concept of





Research and the planning process and the stages



Explain the different


Different types of orientation: production, sales,

types of business orientation.



Profit drivers: cost, efficiency, volume, price.


Industry structures (e.g. monopoly, oligopoly) and their

influence on orientation.


Advantages of market orientation: acknowledging

customer needs, the importance of acquisition and retention,

and competitor factors.

and competitor factors.


Describe the marketing

  • 1.4.1 Macro/micro environment, including external and internal



  • 1.4.2 Analysis tools (e.g. PEST, Porter’s Five Forces).

  • 1.4.3 Strategy options (e.g. differentiation, niche marketing,

cost leadership).

Learning Outcome 2


The learner will: Understand the Marketing Mix.


Assessment Criteria

Indicative Content

The learner can:


Describe the elements

  • 2.1.1 The 4Ps.

of the marketing mix and

their importance.

  • 2.1.2 Product decisions, e.g. design, pack sizes, features.

  • 2.1.3 Pricing decisions: approaches and strategies.

  • 2.1.4 Promotion objectives, i.e. communications objectives.

  • 2.1.5 The marketing communications mix: advertising, public

relations, sales promotion, personal, and direct.

  • 2.1.6 Place/distribution decisions e.g. channel selection, supply

chain, logistics, and physical distribution.


Describe the

  • 2.2.1 Buyer behaviour, e.g. motivation, attitude, belief,

connection between product (or services) and

perception, Maslow.

customer needs.

  • 2.2.2 Types of purchase, e.g. one-off, occasional, and frequent.

  • 2.2.3 Purchasing processes, e.g. problem recognition,

information search, evaluation, decision, post purchase behaviour.

  • 2.2.4 DMU (Decision Making Unit).

  • 2.2.5 Role of branding, e.g. how brands influence customer


Learning Outcome 3

Learning Outcome 3 The learner will: Understand the main elements of Marketing Communications. Assessment Criteria The

The learner will: Understand the main elements of Marketing Communications.

Assessment Criteria

The learner can:

Indicative Content


Describe what is

  • 3.1.1 Marketing versus marketing communications.

meant by marketing communications.

  • 3.1.2 Communications mix components: tools and media

  • 3.1.3 Above/below the line definitions and advantages and

disadvantages of both.

  • 3.1.4 Communication planning/strategies: push versus pull,

characteristics of product and market.

  • 3.1.5 Evaluation: effectiveness versus objectives.


Outline the common

  • 3.2.1 Sender, message, and receiver.

theories and models of


  • 3.2.2 Source, medium, interference, feedback etc.


Explain what

  • 3.3.1 Media mix and selection e.g. paid for space on TV,

advertising is and its

press, radio, cinema, outdoor, internet.


  • 3.3.2 Advertising objectives e.g. raising awareness,

influencing attitudes, influencing behaviour.

  • 3.3.3 Messages, e.g. communicating positioning, focusing on

benefits, USP.

  • 3.3.4 Budget setting, e.g. percent of sales, competitor

matching, reach, impact.

  • 3.3.5 Evaluation, e.g. recall, share of voice, change in attitude

or behaviour.


Describe Sales

  • 3.4.1 Types of promotion, e.g. buy one get one free (BOGOF)

Promotion and its objectives.

coupons, discounts, loyalty cards, banded offers, trial samples.

  • 3.4.2 Objectives, e.g. short-term revenue boost, stock

clearance, encourage trial.

  • 3.4.3 Trade versus consumer, e.g. incentives for

intermediaries and own staff.

  • 3.4.4 Advantages/disadvantages, e.g. its short-term nature.


Describe public

  • 3.5.1 Target audiences: all stakeholders.

relations activity and its


  • 3.5.2 Objectives and tools, e.g. publications, events, news.

  • 3.5.3 Advantages, e.g. long-term relationship building.

Learning Outcome 4


The learner will: Know how to communicate personally in a sales and marketing context.


Assessment Criteria

Indicative Content

The learner can:


Describe the sales

  • 4.1.1 Nature of personal selling: objectives and tactics.

process and the appropriate personal

  • 4.1.2 Where personal selling is appropriate, e.g. complex

selling techniques.

product and/or DMU.

  • 4.1.3 Sales sequence/process preparation through to close and

post-sales follow-up.

  • 4.1.4 Role of the sales person, e.g. relationship building,

winning new business, educating.


Explain how to conduct

  • 4.2.1 Understanding buyers’ requirements, e.g. types of buyer

effective sales

decision, organisational buying behaviour.


  • 4.2.2 Focus on benefits not features, e.g. value versus price,

attributes, service aspects.

  • 4.2.3 Developing a USP (Unique Selling Proposition), e.g.

positioning/perception, target market characteristics.

  • 4.2.4 Preparation and clarity of message, e.g. sources of

miscommunication, stages in buying process.

  • 4.2.5 Effective presentation skills, e.g. message preparation,

visual aids, communications process.

  • 4.2.6 Overcoming objections, e.g. understanding of objection,

response tools available.

  • 4.2.7 Identifying buying signals, e.g. request for further



Discuss the principles

  • 4.3.1 Preparing business letters, CV etc.: tone, content, layout.

and practice of self

marketing. 4.3.2 Personal grooming and appearance, e.g. importance of first impression. 4.3.3 Body language, e.g. eye( ) for the recommended reading for this subject. " id="pdf-obj-4-2" src="pdf-obj-4-2.jpg">


4.3.2 Personal grooming and appearance, e.g. importance of first impression.

  • 4.3.3 Body language, e.g. eye contact, posture.

  • 4.3.4 Oral communications: telephone, speeches, interviews,


  • 4.3.5 Overcoming communication barriers: physical,

psychological, language.

  • 4.3.6 Achieving career goals, e.g. personal development

planning, time management.


Assessment method: written examination (unless otherwise stated).

Written examinations are of three hours’ duration.

All learning outcomes will be assessed.

Recommended Reading:

Please refer to the Tuition Resources section of the Members Area of the ABE website ( for the recommended reading for this subject.