Unit 1: Marketing
What is marketing?
Activity
Take a moment to write down what you understand by the term ‘marketing’, either on the basis of your previous studies or the everyday use of the term.
This unit aims to provide learners with an introduction to the fundamental concepts and principles that underpin the marketing process. In addition, it examines the role and practice of marketing within the changing business environment. This broad-based unit will provide all learners with a concise and contemporary overview of marketing, and give them the knowledge and skills to underpin further study in the specialist field of marketing.
Summary of learning outcomes
To achieve this unit a learner must:
- Investigate the concept and process of marketing
- Explore the concepts of segmentation, targeting and positioning
- Identify and analyse the individual elements of the extended marketing mix
- Apply the extended marketing mix to different marketing segments and contexts.
Suggested Reading
Marketing: Principles and Practice
Principles and Practice of Marketing, 3rd Ed.
Principles of Marketing: European Edition
