This unit is available for these qualifications:
- The Graduate Certificate in Business Transformation
- The Graduate Certificate in Entrepreneurship
- The Graduate Certificate in Management
- The Graduate Certificate in Marketing Management
- The Graduate Certificate in Project Management
- The Graduate Diploma in Management
- MBA+.
Unit Description
Meeting the needs and wants of customers requires effective business systems and practice. This unit explores the foundations of marketing and will introduce you to a series of frameworks that will enable you to identify your customers, analyse the nature of the competitive and industrial environment, and develop and evaluate the specifications of a marketing plan based on accurate market research and analysis.
Prerequisites
There are no prerequisites for this unit.
Learning Outcomes
- Assess the role the marketing function fulfils with in the overall business strategy.
- Evaluate marketplace forces and forecast trends that will affect future business performance.
- Develop differentiation and positioning strategies, based on understanding consumer behaviour, to assist in developing competitive advantage in both an ethical and socially responsible way.
- Create a thorough marketing strategy, evaluating a range of strategic options, selecting those most appropriate to the organisation.
- Produce a high order of skill in analysis, critical thinking, communications, and professional application.
- Demonstrate creativity and flexibility in the application of knowledge and skills to new situations, to solve problems and to this rigorously and independently.
Graduate Attributes
AIM Business School has identified a set of attributes that positively impact graduates’ success in business as a manager and leader and these are taught, developed, and assessed to varying degrees in this unit. These Graduate Attributes are:
- Strives for intellectual rigour
- Understanding the changing global context
- Manages for success
- Demonstrates effective communication and interpersonal skills
- Develops mastery of business and management disciplines
- Strives to be a continuous adult learner
Assessment Tasks
The successful completion of Marketing Management relies on the submission of three assessments:
- Assessment Task 1: Marketing Audit (35%)
- Assessment Task 2: Marketing Plan (50%)
- Assessment Task 3: Engagement and Participation (15%)
