Course Objectives
When you have completed
this workbook you will be better able to:
- Understand the meaning and importance of marketing and the
marketing mix in satisfying customers
- analyze your organization’s marketing and position in the market
Assessment Criteria
Understand basic marketing concepts
1.1 Explain the marketing concept and why it is relevant for
managers
1.2 Conduct a simple organizational SWOT analysis in the marketing
context
1.3 Describe the four elements of the marketing mix and give an
example of how each is used within the context of the organization
International
Curriculum
Unit 3.35 - Official ILM
Curriculum, Institute of Leadership & Management
Course Outline
SECTION 1 UNDERSTANDING THE NEED FOR
MARKETING
1. What is marketing?
2. The need for marketing
3. Marketing Objectives
4. Core concepts of marketing
SECTION 2 UTILISE THE MAIN TOOLS OF
MARKETING
1. Marketing mix
2. Product
3. Promation
4. Packaging
5. Positioning
6. 7P services model
SECTION 3 CONTRIBUTE TO MARKETING
PLANNING
1. Market segmentation
2. Market planning
3. Advertising methods
4. SWOT analysis
APPENDIX
Assignment
Marksheet