What you will study
Block 1 introduces foundational marketing concepts and methods, focusing on how businesses understand and respond to consumer needs. It sets the scene by providing a firm foundation in marketing by identifying its definitions, roles, significance, and evolution within different business contexts. You’ll become familiar with marketing orientations and the steps involved in the marketing process. This block also provides insights into consumer behaviour and sheds light on the impact of digital technologies on marketing, including opportunities and challenges. It delves into the importance of research in marketing and how it informs marketing decisions.
Block 2 introduces key marketing concepts such as segmentation, targeting, and positioning (STP), showing how organisations identify and reach different customer groups. You’ll then delve into branding, examining how brands are developed, positioned, and perceived by customers. The block also introduces the marketing mix, with a comprehensive study of each component – product, price, place, and promotion – using real-world examples to analyse their application in marketing strategies. You'll explore product-related decisions, pricing strategies, distribution channels, and the importance of promotional activities in creating integrated marketing communications. Additionally, you’ll learn about services marketing, focusing on the role of people, processes, and physical evidence, and explore innovations such as sensory marketing and the metaverse. Mini-case studies and examples will illustrate successful and unsuccessful STP strategies and marketing mix decisions, providing a solid foundation for applying these principles to real-world marketing challenges.
Block 3 introduces the key ideas behind marketing strategy in an approachable way. You’ll start by looking at how marketing strategy has evolved and fits into the bigger picture of business decision-making. The block will walk you through a planning framework, helping you explore external and internal factors that shape an organisation’s strategy. You’ll use tools like PESTEL and Porter’s Five Forces to assess external factors and learn how to evaluate a company’s strengths and resources. You’ll also look at how companies position themselves in the market, using a SWOT analysis to create practical recommendations. Finally, you’ll learn about putting strategies into action, tackling challenges, and keeping things on track. Real-world examples and case studies, including a focus on Lidl, will help you connect these ideas to everyday marketing practices.
Vocational relevance
You’ll explore a wide range of marketing topics and develop key skills relevant to marketing practice, employability, and professional development. You’ll strengthen your analytical, strategic thinking, and decision-making abilities through the content, activities, and assessments. You'll also work on communication, research, and problem-solving skills, all essential in marketing. As you progress, you'll reflect on these skills, allowing you to document and demonstrate your growth, ensuring you’re prepared for marketing roles and broader career opportunities.