Course Objectives
When you have completed
this workbook you will be better able to:
- Understand the meaning and importance of marketing and the
marketing mix in satisfying customers
- analyze your organization’s marketing and position in the market
Assessment Criteria
Understand basic marketing concepts
1.1 Explain the marketing concept and why it is relevant for
managers
1.2 Conduct a simple organizational SWOT analysis in the marketing
context
1.3 Describe the four elements of the marketing mix and give an
example of how each is used within the context of the organization
International
Curriculum
Unit 3.35 - Official ILM
Curriculum, Institute of Leadership & Management
Course Outline
Workbook introduction
1 ILM Super Series study links
2 Links to ILM qualifications
3 Workbook objectives
4 Activity planner
Session A - THE MARKETING MIX
1 Introduction
2 The Elements of the Marketing Mix
- Defining the 'four Ps' (Activity 1 - Product, Price, Place,
Promotion)
3 Product Quality
- Maintaining standards of quality (Activity 2)
- Product life cycles (Activity 3)
4 The Right Promotion
- Advertising, sales promotion and public relations (Activity 4, 5)
- Selling - the retail sector (Activity 6)
5 The People Factor in the Marketing Mix (Activity 7)
Self Assessment, Summary
Session B - ANALYZING THE MARKET
1 Introduction
2 Recognizing the Need for Change (Activity 8)
3 PESTLE Analysis
- political, economic, social, technological, legal, environmental
(Activity 9, 10)
4 Market Segmentation
- Segmentation and product range (Activity 11, 12)
- Range and choice
5 SWOT Analysis
- strengths, weaknesses, Opportunities, Threats (Activity 13, 14)
6 The Marketing Plan
Self Assessment, Summary
Performance checks
1 Quick quiz
2 Workbook assessment
Reflect and review
1 Reflect and review
2 Action plan
3 Extensions
4 Answers to self-assessment questions
5 Answers to the quick quiz
6 Certificate