Principles of marketing/PMKT101/Course guide/Course aims

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Learning outcome

Upon successful completion of 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.



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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:

  • 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