Marketing is a key driver of success in today’s dynamic organisations. This module from the Chartered Institute of Marketing Certificate in Professional Marketing provides an insight into marketing concepts and tools and how these are applied to deliver results.
Aims of the module
This module is about recognising the importance of marketing’s role in driving success and delivering results. It provides the knowledge and understanding of the function of marketing within the organisation and demonstrates how an appreciation of customer behaviour can enable effective targeting. It outlines an understanding of how external environmental influences affect planning and how information enables decision making, and the elements of the marketing mix and how these are applied to address market and customer needs.
The module content consists of:
- The role and function of marketing
- Influences on customer behaviour
- The marketing environment and its effect on marketing planning
- Gathering relevant marketing information
- Marketing mix elements
- Satisfying customer needs through the marketing mix
Assessment: A multiple-choice exam (a two hour objective test)
50 multiple-choice questions to be completed in a two hour controlled assessment.