Candidates are required to apply their understanding to a variety of simple business situations and should be able to make simple decisions based upon the analysis and evaluation of information provided.

TopicContent
Marketing, competition and the customerThe role of marketing;
Market changes;
Concepts of niche marketing and mass marketing;
How and why market segmentation is undertaken.
Market researchThe role of market research and methods used;
Presentation and use of market research results;
Marketing mixProduct;
Price;
Place;
Promotion;
Technology and the marketing mix.
Marketing strategyJustify marketing strategies appropriate to a given situation;
The nature and impact of legal controls related to marketing;
The opportunities and problems of entering new foreign markets.