Unit 1: Introduction to Marketing
The buyer-seller relationship
Marketing as an attitude of mind
Marketing creates customer value
The marketing mix
Marketing as a process
The marketing environment
Unit 2: Understanding the Market
Understanding the customer
How do consumers make decisions?
How do organisations buy?
The research process
Unit 3: Product and Services Management
Product life cycle
New product development
Unit 4: Pricing and Distribution Management
Why is price important?
Impact of the euro on price
Why is place important?
Who uses distributors?
Unit 5: Promotion Management
Development of marketing communications
Defining marketing communications
The communication process
Communications mix decisions
Unit 6: Marketing Planning
Planning or strategy?
Marketing audit and strategic focus
Marketing strategy and competitive behaviour
Implementing the marketing plan
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