Principles of marketing/PMKT101/Course guide/Course aims
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![Icon objectives line.svg](/images/thumb/b/b6/Icon_objectives_line.svg/25px-Icon_objectives_line.svg.png)
Learning outcome
When you have successfully completed this micro-course, you will be able to:
- Apply marketing concepts and processes to develop a rationale for an optimal marketing mix of a product or service, taking market segments, positioning and product life cycle into account.
![Icon objectives line.svg](/images/thumb/b/b6/Icon_objectives_line.svg/25px-Icon_objectives_line.svg.png)
Learning objectives
To support you in your progress towards achieving the learning outcome described above, each learning pathway in this course has its own set of learning objectives:
- Orientation
- Create the relevant website accounts you need to engage in the OERu learning experience.
- Test drive the technologies by completing short activities using these tools.
- Marketing products and services
- Define marketing and outline its components
- Explain key marketing concepts and terminology
- Examine the role that marketing plays in society and in different types of organisation
- Optimising the marketing mix (the '4Ps')
- Analyse the “4Ps” of marketing, i.e. product, price, place and promotion
- Describe the stages of the product life cycle
- Outline the controllable and uncontrollable factors that can influence marketing strategy
- Identify an appropriate marketing mix for a particular product or service
- Market segmentation, target markets and product positioning
- Define aspects of a segmentation, targeting and positioning strategy
- Apply principles of market segmentation to segment a broad market into distinct customer segments
- Identify needs, behaviours and characteristics of different target markets
- Explain why products are positioned differently