The concept and practice of marketing is concerned with putting the customer first. The working definition of marketing used in this course expresses this idea neatly:
"The achievement of corporate goals through meeting and exceeding customer needs better than the competition."
We can think of marketing as a philosophy that underpins and drives the activities of an organisation. We can also regard it as a business function and process concerned with the set of activities necessary to obtain and service demand for an organisation's products. All elements of marketing serve to determine the approach of organisations and ultimately their business performance.
In this course, we provide an overview of marketing by looking at the complexity of delivering an ever-changing set of products and services within a business context that is broad, subject to economic fluctuations and volatile consumer taste and demand. More specifically, we look at the philosophy of marketing and introduce marketing planning and the business context in which organisations operate - the marketing environment.
After participating in this course, you should be able to:
* define the marketing concept
* define marketing as a business orientation and as a business activity
* distinguish between different business orientations
* recognise the management issues involved in creating a market-driven organisation
* define what is meant by the marketing mix, and identify its key elements and the characteristics of an effective mix
* identify and describe the key stages in the marketing planning process
* identify key changes in the marketing environment, and how these may impact on marketing decisions.
The buyer-seller relationship
Marketing as an attitude of mind
Marketing creates customer value
The Marketing Mix
Marketing as a process
The marketing environment
Tutor-marked Question Paper
On completion of your course, you will receive two certificates:
Certificate 1 is issued by Stonebridge Associated Colleges: Marketing (Byte Size Skills Course) Certificate
Marketing (Byte Size Skills Course) Certificate issued by Stonebridge Associated Colleges, to view a sample of the college’s award, please click here.
Certificate 2 is issued by ABC Awards: Level 1 Marketing (Byte Size Skills Course) Certificate of Achievement
At the end of this course successful learners will receive a Certificate of Achievement by ABC Awards and a Learner Unit Summary (which lists the details of all the units you have completed as part of your course).
The course has been endorsed under the ABC Awards’ Quality Licence Scheme. This means that Stonebridge Associated Colleges have undergone an external quality check to ensure that the organisation and the courses it offers, meet certain quality criteria. The completion of this course alone does not lead to an Ofqual regulated qualification but may be used as evidence of knowledge and skills towards regulated qualifications in the future. The unit summary can be used as evidence towards Recognition of Prior Learning if you wish to progress your studies in this sector. To this end the learning outcomes of the course have been benchmarked at Level 1 against level descriptors published by Ofqual, to indicate the depth of study and level of difficulty involved in successful completion by the learner.
The course itself has been designed by Stonebridge Associated Colleges to meet specific learners’ or employers’ requirements. ABC Awards’ endorsement involves a robust and rigorous quality audit by external inspectors to ensure quality is consistently met. A regular review of courses is carried out as part of the endorsement process.
Who are ABC
ABC Awards is a leading national Awarding Organisation, regulated by Ofqual, and the Welsh Government. They have a comprehensive portfolio of over 650 Ofqual regulated qualifications on the national Qualifications and Credit framework (QCF). It has a long-established reputation for developing and awarding high quality vocational qualifications across a wide range of industries. As a registered charity, ABC Awards combines 180 years of examination and assessment expertise but also implements a responsive, flexible and innovative approach to the needs of our customers.
Renowned for excellent customer service, and quality standards, ABC Awards also offers over 600 Ofqual regulated qualifications for all ages and abilities post-14; all are developed with the support of relevant stakeholders to ensure that they meet the needs and standards of employers across the UK.
With this course you will have unlimited access to your own personal tutor who specialises in their field of study. It is your personal tutor's role to ensure that you receive constructive feedback and to deal with any queries you may have. You are more than welcome to telephone, fax or email your personal tutor.
You will also have access to a dedicated and friendly team of administrators and course advisors who offer sound and professional guidance and advice when you need it. This ensures that you will never feel neglected and that you will always succeed!
Requirements for Entry
There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.
This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.
The approximate amount of time required to complete the course is: 20 hrs.
After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.
You will need to read Chapters 1, 2 and 5. of Principles and Practice of Marketing, David Jobber, second edition, Maidenhead: McGraw-Hill (1998).
* All study materials
* Study Guide
* Full Tutor and Admin support