K/505/9238 Marketing Management in Business ATHE/06/05

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Aims : This unit examines the strategic role of marketing in business. It discusses how market segmentation, positioning and the marketing mix contribute to competitive advantage. It also explores the common elements and differences between marketing in the commercial and not-for-profit, including public sectors.

Learners who aspire to marketing roles in commercial or not-for-profit organisations will develop knowledge, understanding and analytical skills necessary for such job roles.

Assessment Guidance: To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief. (The format used to demonstrate that they have met the required standard is not prescribed.) The learner work requires application to a specific organisation and business situations and this should be reflected in the assessment. Learners might refer to their current or former place of work, a familiar organisation, research or a case study.

Learning Outcomes

Assessment Criteria

1. Understand the concept and strategic role of marketing in business.

  • Analyse the relationship between businesses’ marketing strategy and their vision, mission and business strategy .
  • Evaluate the tools and techniques available for analyzing key areas of the marketing environment.
  • Explain the tools and techniques which could be used to analyse the market environment in realistic business situations.
  • Assess the role of market research in business decision making.

2.Understand how to build marketing strategy.

  • Critically analyse the relationship between marketing strategy, strategic market analysis, marketing goals and marketing actions.
  • Explain how an overview of the strategic position of businesses and an understanding of their competitors impact on their marketing strategy.
  • Critically analyse the links between growth strategies and the main types of strategic marketing objectives.
  • Explain how marketing strategies contribute to sustainable competitive advantage.
  • Examine the factors influencing consumer choice and behaviour.
  • Apply the main steps of marketing planning in practical business situations.

3. Understand the concept and role of market segmentation and positioning.

  • Differentiate between market segmentation and product differentiation.
  • Compare and contrast different targeting approaches.
  • Critically analyse the process and function of positioning.

4. Understand the principles and function of the marketing mix.

  • Assess the role of the marketing mix in the implementation of marketing strategy.
  • Evaluate the role of product development and branding.
  • Critically analyse the impact costing and pricing decisions have on competitive advantage.
  • Critically analyse the role and purpose of marketing communication as part of the marketing mix.
  • Explain how retailing and channel management, as part of the marketing mix, contribute to competitive advantage.

5. Understand the difference between marketing in the commercial, not-for-profit and public sectors. 

  • Compare and contrast marketing strategies in commercial, not-for-profit organisations, and the public sector.
  • Analyse the use of marketing techniques in the commercial, not-for-profit and public sectors.
  • Evaluate the impact of marketing on social and political change.

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