Title: Marketing philosophy Delivery mode: Download PDF
This module forms part of: Advanced Certificate in Sales & Marketing
Description: This unit gives an overview of a marketing-based organisation, and sets the sales function within the context of marketing-orientation. Students will consider the evolution of the marketing concept and how a marketing-based philosophy impacts organisational structures and relationships. Students will gain an appreciation of the importance of market segmentation in market management, and become familiar with common criteria for market segmentation. They will examine the role of marketing research. Students will also develop an understanding of the four elements of the marketing mix, the 4 ‘P’s’ – price, product, place, promotion and see how these elements combine to form the marketing strategy, which in turn shapes sales strategy.
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