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):
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
The learner can:

Indicative Content

1.1 Describe the activities

and priorities of each
department or function
within a business
organisation.

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

production, and marketing.
1.1.2 Different types of objectives, e.g. profit, market share,
growth.
1.1.3 Different strategies, e.g. growth strategies (Ansoff).
1.1.4 Conflicts between departments, e.g. resource allocation.
1.1.5 Internal marketing, e.g. role in integrating the functions.

1.2 Describe what

marketing is.

1.2.1 Definitions, e.g. CIM, AMA.

1.2.2 Customers and other stakeholders, e.g. shareholders,
government, media, local community.
1.2.3 Segmentation, targeting, positioning and the concept of
differentiation.
1.2.4 Research and the planning process and the stages
involved.

1.3 Explain the different

types of business
orientation.

1.3.1 Different types of orientation: production, sales,

marketing.
1.3.2 Profit drivers: cost, efficiency, volume, price.
1.3.3 Industry structures (e.g. monopoly, oligopoly) and their
influence on orientation.
1.3.4 Advantages of market orientation: acknowledging
customer needs, the importance of acquisition and retention,

and competitor factors.

1.4 Describe the marketing

environment.

1.4.1 Macro/micro environment, including external and internal

factors.
1.4.2 Analysis tools (e.g. PEST, Porters 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
The learner can:

Indicative Content

2.1 Describe the elements

of the marketing mix and
their importance.

2.1.1 The 4Ps.

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.

2.2 Describe the

connection between
product (or services) and
customer needs.

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

perception, Maslow.
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
perceptions.

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

Assessment Criteria
The learner can:

Indicative Content

3.1 Describe what is

meant by marketing
communications.

3.1.1 Marketing versus 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.

3.2 Outline the common

theories and models of
communication.

3.2.1 Sender, message, and receiver.

3.3 Explain what

advertising is and its
objectives.

3.3.1 Media mix and selection e.g. paid for space on TV,
press, radio, cinema, outdoor, internet.

3.2.2 Source, medium, interference, feedback etc.

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.

3.4 Describe Sales

Promotion and its
objectives.

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

3.5 Describe public

relations activity and its
objectives.

3.5.1 Target audiences: all stakeholders.

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
The learner can:

Indicative Content

4.1 Describe the sales

process and the
appropriate personal
selling techniques.

4.1.1 Nature of personal selling: objectives and tactics.

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

4.2 Explain how to conduct

effective sales
presentations.

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

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
information.

4.3 Discuss the principles

and practice of self

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

marketing.

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,
presentations.
4.3.5 Overcoming communication barriers: physical,
psychological, language.
4.3.6 Achieving career goals, e.g. personal development
planning, time management.

Assessment:
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
(www.abeuk.com) for the recommended reading for this subject.