Marketing Foundations

Understand how organisations identify customers and design an offer suited to their needs. You will distinguish segmentation, targeting and positioning, then connect product, price, distribution and communication decisions. Cases include small enterprises, public services and regional consumer markets.

Learning outcomes

• Identify a customer segment
• Develop a positioning statement
• Prepare a basic marketing plan

Main topics

• Customer needs
• Segmentation
• Targeting
• Positioning
• Marketing mix
• Marketing planning

Practical task

Design a marketing plan for a locally relevant product or service.

Assessment

Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.