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.
|Marketing, competition and the customer||The role of marketing;|
Concepts of niche marketing and mass marketing;
How and why market segmentation is undertaken.
|Market research||The role of market research and methods used;|
Presentation and use of market research results;
Technology and the marketing mix.
|Marketing strategy||Justify 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.