Principles of Marketing Hnd
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HND BUSINESS MANAGEMENT
Module Study Guide:
Unit 4: Marketing Principles
Academic Year: 2012/13
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School: IT & Business
Faculty: Business and Financial Management
Director of studies: Faisal Shahzad Malik
Asst Director of studies: Chandika Bhatta
Course Leader: George Reginald Anokye
Lecturer: Muhammad A. Tabassum
Date of approval:
Table of Contents
Introduction……………………………………………………………………………………………………………………… 3
Supporting Materials…………………………………………………………………………………………………………. 4 - 5
Weekly Course Schedule…………………………………………………………………………………………………… 6
Teaching Methods…………………………………………………………………………………………………………….. 7
Assessment Method…………………………………………………………………………………………………………. 7
Assignment Briefing…………………………………………………………………………………………………………… 8 – 20
Introduction
This is a broad-based unit which gives learners the opportunity apply the key principles of marketing. Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process.
Next, learners consider the use of environmental analysis in marketing and carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups.
Learners then consider buyer behaviour and positioning. The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix.
Finally, learners will develop their own marketing mixes to meet the needs of different target groups. This includes considering the differences when marketing services as opposed to goods. A range
HND BUSINESS MANAGEMENT
Module Study Guide:
Unit 4: Marketing Principles
Academic Year: 2012/13
[pic]
[pic]
School: IT & Business
Faculty: Business and Financial Management
Director of studies: Faisal Shahzad Malik
Asst Director of studies: Chandika Bhatta
Course Leader: George Reginald Anokye
Lecturer: Muhammad A. Tabassum
Date of approval:
Table of Contents
Introduction……………………………………………………………………………………………………………………… 3
Supporting Materials…………………………………………………………………………………………………………. 4 - 5
Weekly Course Schedule…………………………………………………………………………………………………… 6
Teaching Methods…………………………………………………………………………………………………………….. 7
Assessment Method…………………………………………………………………………………………………………. 7
Assignment Briefing…………………………………………………………………………………………………………… 8 – 20
Introduction
This is a broad-based unit which gives learners the opportunity apply the key principles of marketing. Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process.
Next, learners consider the use of environmental analysis in marketing and carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups.
Learners then consider buyer behaviour and positioning. The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix.
Finally, learners will develop their own marketing mixes to meet the needs of different target groups. This includes considering the differences when marketing services as opposed to goods. A range