Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome: 1.

Unit Code: PoMkt

Understand marketings importance for business managers in a competitive context (1/2)

Indicative Content: Defining marketing, how it adds value and provides a basis for competition Theme 1: Explain what is meant by marketing. Enable the class to offer informal definitions of what marketing is (it can be surprising to see what is missing from individual definitions, but one constructed from group discussion can be reasonably comprehensive); Offer examples of definitions of marketing, e.g. Chartered Institute of Marketing (CIM) The management process which identifies, anticipates and satisfies customer requirements efficiently and profitably. Offer further definitions examples would be Simpkin, Pride & Ferrell, 1997 and Kotler, Armstrong & Wong, 2000 although choice of definitions is left to the lecturer; From these various definitions class discussion and the literature establish a common understanding of what marketing means. Theme 2: Explain, from a business managers perspective, how marketing creates value for customers and provides a basis for competition between organisations. Establish a basis with the class as to why they believe marketing matters; The nature of competition between corporations ideally illustrate with an example to which the group will relate Coca Cola v Pepsico, say; Ways in which companies create value such as low prices, better quality products, speedier service, etc; Introduce concepts of marketing orientation and the marketing mix for further exploration in subsequent lectures; Briefly discuss the changing nature of marketing Examiners Tips: 1. It is useful in this first lecture to establish the basis of knowledge within the individuals within the group, combine their efforts, then draw theory in coming to conclusions on what marketing is and why it matters. It should result in a shift, even for those who have done earlier marketing courses. Local examples can be used to which the class will relate.

2.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome:

Unit Code: PoMkt

1 contd. Understand marketings importance for business managers in a competitive context (2/2) Indicative Content: The marketing environment Theme 1: Marketing and the micro-environment Explanation of the micro-environment those elements over which the company has control; Explanation of the 4Ps product, price, place, promotion (deeper explanation in lectures 7 and 8); Areas of indirect influence rather than control (e.g. buyer behaviour); Market research and sales forecasting; Provide/develop examples (either local or global, such as BMW, say); Present/create a model linking the above showing information flows and operational flows in relation to the company and the market. Theme 2: Marketing and the macro-environment Explanation of the macro-environment those factors that are external to the company; Explanation of PESTLE analysis political, economic, socio-cultural, technological, legal, environmental; Relate PESTLE to ideally a local organisation that will be well known to the class; Discuss the inter-relationship between the micro-environment and the macro-environment. Examiners Tips: Lectures 1 and 2 are introductory in nature, establishing key concepts and seeking to ensure that the class can relate to them as managers (and probably as consumers from their non-working life). Suggest that definitions build upon what the group already know and that examples used are very familiar to them (possibly including asking that they consider the company where they are working).

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome: 2.

Unit Code: PoMkt

Understand marketing orientation and how it is developed in Organisations (1/2)

Indicative Content: Theme 1: Marketing orientation and its contribution to organisational performance Explanation of the marketing concept focusing on customer/putting customers at the heart of business decision-making; Factors underpinning the need to be market-oriented demand, disposable income, general levels of education, mass media, industry capacity, nature of competition (others?); How marketing orientation contributes to organisational performance/ impact of embracing high levels of customer satisfaction at the heart of planning processes; Discussion of examples local examples, the students own organisations, or international examples (such as Procter and Gambles Fairy Liquid). Theme 2: Marketing orientation v production orientation, production orientation and sales orientation Explanation of the historical context for the development of marketing orientation; Explanation, with examples, of production-oriented, productoriented, sales-oriented and marketing-oriented companies; Discussion of the strengths and weaknesses of each orientation. Examiners Tips: This lecture provides an opportunity to use a lot of examples: A series of company descriptions can be provided from which students can identify the orientation of each company being described; Students can work in group and be invited to identify the orientations of the companies they work for, justifying their decision and being able to discuss the implications of this.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome:

Unit Code: PoMkt

2 contd. Understand marketing orientation and how it is developed in Organisations (2/2) Indicative Content: Theme 1: Factors that can make adopting a marketing orientation difficult Recap on the desirability/benefits of a marketing orientation; Building a marketing culture; Issues of cultural change; Marketing myopia.

Theme 2: Facilitating a customer focus in organisations Instilling marketing orientation into non-marketing staff; Internal marketing; Job descriptions, rewards and motivation systems; Organisational structural issues; Management of change.

Examiners Tips: Seek to make this as practical as possible issues of culture and change can seem esoteric embed in the pragmatic world of work through examples. This is not a lesson in cultural and other change per se, but one that grounds some theory with pragmatism in achieving marketing objectives.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome: 3.

Unit Code: PoMkt

Understand the purpose and role of the marketing function in organisations (1/2)

Indicative Content: The marketing function and the marketing manager Theme 1: The role of the marketing function Invite the class to consider the marketing function within their workplace (or the college) and its role; Marketing as a business function; Analysis, planning, implementation and control; Marketings coordinating role. Theme 2: The role and skill sets of the marketing manager Invite the class to consider the skill sets of a marketing manager from their organisation or one they know well; Conclude on the skill sets required by the marketing manager in managing an effective marketing function; Relate these skill sets to the role of the marketing function. Examiners Tips: This is an opportunity to tap into and pool the knowledge of the class, identifying gaps, and drawing in requisite theory. This session would work well as a small group work session, drawing upon workplace experiences where at all possible.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome:

Unit Code: PoMkt

3 contd. Understand the purpose and role of the marketing function in organisations (2/2) Indicative Content: Theme 1: Analysis, planning, implementation and control Analysis assessment of internal and external factors affecting marketing plans; Planning its role and purpose (key steps explored as theme 2); Implementation what is required to get things done? Control marketing managers role in achieving objectives cost effectively. Theme 2: Key steps in marketing planning Identify and examine the following steps (building up into a marketing planning model): Business mission/corporate objectives; Marketing audit; SWOT analysis; Business objectives; Marketing objectives; Marketing strategies; Marketing tactics/marketing mix decisions; Implementation; Monitoring and control. Examiners Tips: The marketing planning model is an important one. It will begin to draw together some issues earlier lectures, while setting up later material on the marketing mix. If time allows it is useful to have the class complete a SWOT analysis in small groups. For some this may be new, for others revision. Case studies such as Dell or Disneyland Paris will be familiar examples.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome: 4.

Unit Code: PoMkt

Understand what is meant by the marketing mix and its elements in goods and services settings (1/2)

Indicative Content: The marketing mix Theme 1: Product Product life cycle and the importance of new product development (NPD); 5 levels of product potential, augmented, expected, actual, core; Branding and brand management. Theme 2: Price Importance of pricing decisions; Different perspectives on pricing (economists, accountants, marketers); Company considerations in setting prices; Theme 3: Place Importance of place; Contemporary issues such as Internet marketing; Physical distribution and logistics. Theme 4: Promotion Importance of promotion in marketing; Marketing communications in brief; The promotional mix. Examiners Tips: The issue of scope is an important one for this lecture. It is important that concepts are understood and their importance and that these can be related to practice. Key models will need to be communicated succinctly. This may be a lesson where students are asked to do some pre-work such as reading and a short exercise so that they come to class prepared. Within each theme practical tools should be considered.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome:

Unit Code: PoMkt

4 contd. Understand what is meant by the marketing mix and its elements in goods and services settings (2/2) Indicative Content: The marketing mix in a service setting Recap on the marketing mix product, place, price, promotion; Importance of service businesses in modern economies; Characteristics of services; Invite the class (ideally in small groups) to analyse a service company based upon these four criteria what is their approach to each element of the marketing mix? Examine what is missing?/ what else might we consider? Introduce and examine the further dimensions of: People; Physical evidence; Process. Review the 7Ps with reference to an example (e.g. McDonalds or class examples from earlier exercise). Highlight the role of service in understanding customers needs.

Examiners Tips: Services can account for 80% of employment in some economies. Where students are working full-time it can be that all are employed in service businesses. The nature of the students knowledge of and interrelationships with service businesses makes this a session in which all can make a useful contribution. Suggest making it interactive and involving small groups discussing companies with which they are familiar.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome: 5.

Unit Code: PoMkt

Understand the three broad categories of market and the development of practical marketing approaches in each (1/2)

Indicative Content: Categorising markets Theme 1: Three broad categories of markets Identify why it is important to categorise markets; Examine three broad types of market: Fast-moving consumer goods (fmcg); Consumer durables; Business-to-business (B2B); Examine the differences between each category of market; Consider examples of organisations in each category. Theme 2: Types of organisational markets Define what is meant by organisational markets; Discuss the nature of organisational markets (giving a flavour of issues such as buying processes); Examine three types of organisational market: Industrial markets; Institutional markets; Resale markets; Examine the differences between each type of market; Consider examples of organisations in each category. Examiners Tips: This area is a fertile one for examination questions. Students should be aware of the importance of the issue and be able to define each type of market, providing examples of organisations active in each. They should be able to develop appropriate strategies and use of the marketing mix for each.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome:

Unit Code: PoMkt

5 contd. Understand the three broad categories of market and the development of practical marketing approaches in each (2/2) Indicative Content: Being effective in different types of markets Recap on the previous lecture considering organisational markets, and recap on the marketing mix, including for services, then: Fast-moving consumer goods markets example application of marketing mix; Consumer durables market example application of marketing mix; Business-to-business markets identify each type: Industrial markets; Institutional markets; Resale markets For each explore examples, applying appropriate elements of the marketing mix. Examiners Tips: Some markets (e.g. fmcg) students may relate to easier than others. Industrial markets can be hard for some to understand. They need exposure to each market and to have their understanding of it tested. This will hopefully come out in the class discussions. For those working part-time or full-time it would be useful to have them identify the nature of their business, the market category they are in and how they apply the marketing mix. In an ideal world, class discussions would then cover all categories (however, more likely, the lecturer will need to supply examples for some).

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome: 6.

Unit Code: PoMkt

Understand marketing segmentation, differentiation and product positioning and their implications for marketing practice, using appropriate knowledge (1/2)

Indicative Content: Market segmentation, targeting and positioning Theme 1: Market segmentation and targeting Explanation of market segmentation and targeting (including definitions); Advantages to marketers of segmenting and targeting; Segmentation criteria (i.e. measurability/identifiability, accessibility, validity, substantial). Theme 2: Market segmentation bases Segmentation bases in consumer markets (defined and explained): Geographic segmentation; Demographic segmentation; Direct segmentation; Psychographic segmentation. Segmentation bases in organisational markets (defined and explained): Application/end use; Geographic segmentation; Benefits sought; Type of customer; Usage rate; Situational factors; Others? Relate to practical, organisational examples. Examiners Tips: This topic could potentially be a little dry. The examples should bring it to life. The students will need to be able to identify and define the segmentation bases, and have a good understanding of the benefits of the approach.

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Unit Title: Principles of Marketing Level: Diploma in Marketing Learning Outcome:

Unit Code: PoMkt

6 contd. Understand marketing segmentation, differentiation and product positioning and their implications for marketing practice, using appropriate knowledge (2/2) Indicative Content: Market segmentation, targeting and positioning Theme 1: Targeting and positioning Define market targeting relating it to segmentation; Discuss marketing mix issues in relation to target markets; Discuss the notion of differentiation; Define product positioning and the context of the segmentation, targeting and positioning continuum; Discuss the steps in the process of product positioning; Relate product positioning to marketing mix decisions. Theme 2: Segmentation, targeting and positioning examples Identify a range of short case examples to illustrate the sequential nature of the segmentation, targeting and positioning process, together with the different decisions that organisations take. Examiners Tips: The concepts should again come to life with the examples. One approach would be to have small groups and have the group interview a group member who is knowledgeable about his/ her own company. The groups could then present to the main class in a plenary session. The lecturer will need to ensure that there is variety in the types of examples explored.

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