Fundamentals of Marketing 

In this module, you'll gain a thorough understanding of all the basic principles of marketing, which will prepare you for future modules where you'll build on this knowledge. Enabling you to assess the role of the marketing mix within the context of marketing decision making, you'll learn about core marketing concepts, constructs and methods such as market segmentation, targeting and positioning. You'll also cover essential areas such as product policy, pricing strategy and distribution.

Key Topics

In this module you will cover a range of topics including:

>The marketing concept
>The marketing environment and analysis
>Market segmentation, targeting and positioning
>Product policy – product life cycles and product portfolio
>Pricing strategy – internal and external influences and some “practical” approaches
>Distribution – its role as a marketing variable
>Introduction to marketing communications and customer relationships
>Introduction to services marketing – the extended marketing mix

Assessment

There are a number of assessments that you complete as part of your coursework and forward to your academic tutor for grading and comments.

You'll also take a summative assessment at the end of your module. Exam venues are located across the UK and exams take place twice a year. Please note that there are additional fees for each exam.