1.1 Analyse how a marketing orientation by an organisation supports the achievement of its objectives
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Learning outcomes
Assessment criteria
1 Understand the contribution of
marketing to the achievement of
organisational objectives
1.1 Analyse how a marketing
orientation by an organisation
supports the achievement of its
objectives
1.2 Evaluate the contribution of
marketing principles to the
achievement of organisational
objectives
1.3 Discuss the reasons for integrating
the marketing function with other
functional activities
2 Understand how to make marketing
mix proposals that exploit
marketing opportunities
2.1 Discuss how to structure a
marketing mix for an organisation’s
products/services
2.2 Evaluate the role of market
segmentation in providing insights
about the structure of target
markets for an organisation
2.3 Develop a marketing mix for a
selected product/service proposal to
meet the needs of a defined
segment in a target market
3 Understand how to develop a
marketing strategy
3.1 Discuss how to identify the
objectives of marketing strategies
3.2 Analyse the resources required to
develop a marketing strategy
3.3 Explore how to implement a
marketing strategy to ensure that it
contributes to the achievement of
organisational objectives
3.4 Discuss the purposes of reviewing
marketing strategies
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