DE3C34 Marketing: An Introduction

This unit is designed to provide you with a basic knowledge and understanding of marketing and the operations of a marketing department within an organisation. This Unit introduces you to the basic concepts of marketing and marketing research. It explains the nature and purpose of marketing in both profit and non-profit making organisations and introduces the concept of the marketing mix. You will consider organisations’ product, pricing, distribution and promotional decisions in relation to changing market conditions and you will examine marketing in terms of both consumer and industrial markets. The Unit relates to the marketing of both products and services. Marketing should be at the heart of all organisations and you will consider marketing’s pivotal role in relation to other organisational functions. The Unit also considers the role of marketing research and you will consider different methods of gathering primary, secondary, qualitative and quantitative data from internal and external sources. Throughout the Unit you will be encouraged to relate marketing theory to specific types of organisations and to specific business situations. On completion of this Unit you will be able to: 1. Explain the role of marketing in different types of organisations. 2. Explain the importance of different types of marketing research