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.
Topic | Content |
Marketing, competition and the customer | The role of marketing; Market changes; 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; |
Marketing mix | Product; Price; Place; Promotion; 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. |