Marketing Theory and Practice

Gain an essential overview of effective marketing strategies, with the Marketing Theory and Practice unit.

In this unit you will examine the role of marketing with the customer central to your approach.

You will learn theories and principles of marketing, focusing on achieving an organisation’s goals through identifying and targeting the customers’ needs and buying behaviour.

This unit will introduce you to:

• buyer behaviour
• segmentation approaches
• strategic decisions on product, price, place and promotion
• digital and social media in marketing.

Throughout your learning, you will apply marketing concepts to real-life tasks through practical, hands-on exercises.

Learning Outcomes

On successful completion of this unit, students will be able to:

1. Examine the concept of marketing, with its emphasis on customers, and the role it plays with other business areas within an organisation;
2. Investigate the impact of external and internal environments on marketing-related activities of organisations;
3. Analyse the key elements of the marketing mix and how it contributes to an organisation's marketing strategy;
4. Compare alternative theories of consumer behaviour and how they influence marketing activities; and,
5. Analyse marketing problems in business situations using marketing research and marketing metrics, and effectively report results to a broader audience.