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Programme: BTEC Higher National Diploma (HND) in Business Marketing
Unit Title and Number: Marketing Principles (Unit 4)
QFC Level: 4
Unit Code: F/601/0556
Credit value: 15 credits
Module Tutor:
Email:
Date Set:
Programme: BTEC Higher National Diploma (HND) in Business Marketing
Unit Title and Number: Marketing Principles (Unit 4)
QFC Level: 4
Unit Code: F/601/0556
Credit value: 15 credits
Module Tutor:
Email:
Date Set:
Distribution Date : ………………
Task 1 Submission Date : ……………..(for formative feedback)
Task 2 Presentation : …………….. (Final)
Task 3 Submission Date : ………………(for formative feedback)
Task 4 Submission Date : ……………..(for formative feedback)
Final Submission Date (Full Assignment) : ……………
This is a broad-based unit which gives learners the opportunity apply the key principles of marketing.
Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process. Next, learners consider the use of environmental analysis in marketing and carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Learners then consider buyer behaviour and positioning. The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix. Finally, learners will develop their own marketing mixes to meet the needs of different target groups. This includes considering the differences when marketing services as opposed to goods.
A range of other contexts is...