The Marketing Principles course provides an understanding of the key concepts and terminology used in marketing. It provides the knowledge and understanding of the role and function of marketing within organisations, and explores the factors that influence consumer behaviour. It identifies key components of the marketing environment and enables an appreciation of how to collect and utilise relevant information about the marketing environment. It outlines the concepts and elements which make up the marketing mix and how these are applied in context. This unit is assessed via a multiple choice question examination.
This Course is part of The Foundation Certificate in Marketing.