Marketing Foundations

There are 10 lessons in this course:

1. Marketing and the Business
   • What is marketing, and its significance
   • Considering alternative approaches to business & marketing
   • Alternative enterprises (eg. goods or services based sole proprietor or partnership etc).
2. Scope of Marketing Understanding basic economics (eg. supply & demand)
   • The difference between the potential market
   • Available market
   • Target market
3. Target Marketing
   • Understanding the market place
   • Stages that sellers move through in their approach to a market
4. The Marketing Mix and Managing the Marketing Effort
   • Product, price, place, and promotion
   • Affects and interactions between marketing and other operations of a business.
5. Product Presentation and Packaging
   • Importance of product knowledge
   • Core, tangible and augmented products
   • Differences in packaging & presentation for different products.
6. Promotion Communication skills
   • Merchandising
   • Shop Floor Layout
   • Displaying Products
7. Product Pricing and Distribution Pricing
   • Profitability Ratios
   • Increasing Turnover, etc
8. Customer Service Methods of assessing customer satisfaction
   • Significance of Customer Service
   • Different types of customers in the market place and how best to approach each
   • Difference between selling, publicising, marketing and advertising, etc
9. Market Research
   • The research process
   • What to research
10. Organisations
    • Structures and Roles Business law
    • Financial Management
    • Business Structures

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

• Discuss the role of marketing in different enterprises.
• Describe the scope of marketing in different enterprises.
• Define the target market for a product or service.
• Determine and manage an appropriate mix of marketing activities for a small enterprise or marketing campaign.
• Evaluate the presentation (including packaging) of a product or service.
• Determine an effective approach to promoting a product or service.
• Compare options for distribution and determine an appropriate price for a product or service.
• Evaluate customer service.
• Conduct relevant market research.
• Consider the impact of internal and external organisations (including legal authorities) upon the marketing activities of an enterprise.