Course Overview

In an increasingly competitive world, all managers require some knowledge of marketing. Knowing more about this area will help you to:

• Gain a deeper understanding of your organisation’s links with customers
• Contribute effectively to the achievement of your organisation’s marketing plans
• Carry out effective internal marketing of your area of work.

In this unit you will:

• Study principles related to the broad management of marketing at an operational level
• Learn principles of marketing planning and management
• Study marketing journals as a means of understanding how marketing professionals use recognised principles and techniques to manage marketing activities at an operational level.

The unit provides a vehicle for the development of analytical thinking skills, creative problem solving skills and a wider knowledge of the business environment within which organisations operate. You have the option of choosing just one module.

Aims and Objectives

• Marketing Principles and Practices - Module 1. Everyone has heard of marketing – but what actually is it? This module will help you understand the real function and nature of marketing. You will also examine core marketing principles and practices. You will also get hands-on with a Marketing Audit, undertaking an internal and an external analysis of your organisation. You will also carry out a Buyer Behaviour activity.
• Marketing Mix - Module 2. The module will enable you to understand key marketing tools, such as market research. You will find out what the marketing mix is, and why it is important. Marketing tools of product, price, place and promotion are also explained.
• Strategies – Module 3. Learn the skills needed for implementing marketing plans. It will also provide you with skills needed to recommend and justify appropriate and cost effective implementation strategies for the achievement of specific marketing objectives. Take this module in order to gain a basic understanding of the role of strategy in an organisation’s development; gain an insight into why some organisation lose sight of their purpose and the effect that this has on their future prospects; identify a basic framework within which strategic decisions are made. The module will also: suggest a framework for strategic decision making; look at traditional and emerging strategies. It will also guide you in planning your approach and effective use of resources.

Target Audiences

• Experienced staff who are being given management responsibilities
• Team leaders
• Those with access to management work situations
• Recent graduates new to management

Prerequisites

The programme will suit those comfortable with flexible online learning. Please contact your Pitman Training Advisor for guidance.

Course Content

Marketing Principles and Practices (Module 1)
Includes:
• What is Marketing?
• Principles of Marketing
• Marketing Practices

We suggest you put aside roughly 15 – 20 hours. Please note: this is guidance only as some people will take less time, others more.

Marketing Mix (Module 2)
Includes:
• The Role of Market Research
• The Role of the Marketing Mix
• Product
• Price
• Place
• Promotion
• The 7 P’s

We suggest you put aside roughly 15 – 25 hours. Please note: this is guidance only as some people will take less time, others more.

Strategies (Module 3)
Includes:
• Strategies
• Planning

We suggest you put aside roughly 8 – 15 hours. Please note: this is guidance only as some people will take less time, others more.