AIM

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.

TASK:
You are a Marketing Consultant to a Small Business Enterprise that is facing myriads of Marketing Challenges. Your job as a Marketing Consultant is to analyze the problems in the business, research solutions and/or benchmark good practices and make suitable recommendations for improving its marketing mix. Because of your responsibility of directing the diverse marketing demands of the business and its customers, it is integral to your work to to enable the small business to develop, implement and monitor a basic, strategic and effective marketing plan to be more efficient, competitive, profitable, and sustainable.

Unit Description

While you will learn the underpinning theories and frameworks, you should be able to relate these to real-world examples, including products/services that you encounter in your daily lives. Organisations 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, organisations use a range of marketing techniques and tools to inform and influence us. The knowledge, understanding and skill sets that you will gain on successfully completing this unit will enhance your career opportunities; whether setting up your own business or being employed by an organisation.

Learning outcomes On successful completion of this unit. You will:

1. Explain the role of marketing and how it interrelates with other functional units of an organization.

2. Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.

3. Develop and evaluate a basic marketing plan.

TASK ONE:
Explain the role of marketing and how it interrelates with other functional units of an organisation

TASK TWO
Compare ways in which organisation s use elements of the marketing mix (7Ps) to achieve overall business objectives