This unit is designed to introduce students to the principles of marketing, enabling
them to develop a basic marketing plan and to employ elements of the marketing
mix to achieve results. While they will learn the underpinning theories and
frameworks, they will also be able to relate these to real-world examples, including
products/services that they encounter in their own daily lives.
Organisations such as Apple, Google, VISA, Burberry, Zara, Cadbury, Nestle,
Unilever, Coca-Cola, Unicef, BP and small local businesses all have at least one
thing in common: they all use marketing to influence us to engage with their
products and/or services. Whether it is becoming a loyal customer buying a product
and service or donating to a charity, organisations use a range of marketing
techniques and tools to inform and influence us.
The knowledge, understanding and skill sets that students will gain on successfully
completing this unit will enhance their career opportunities; whether setting up
their own business or being employed by an organisation.