Marketing: Understanding Marketing
Marketing is about understanding and meeting customer needs profitably, not just advertising. This course introduces customer needs and value, the marketing mix (the 4Ps and the extended 7Ps for services), the differences between B2B and B2C marketing and the customer journey. It finishes with the basics of ethical and legal marketing in the UK, including the CAP Code, the Advertising Standards Authority and consumer protection law.
- Modules
- 3
- Duration
- About 20 minutes
- Pass mark
- 80%
- Assessment
- 8 questions from a bank of 12
Learning outcomes
- ✓Explain what marketing is and why it is more than advertising.
- ✓Describe customer needs and how customers judge value.
- ✓Use the 4Ps and the extended 7Ps of the marketing mix to review an offer.
- ✓Compare B2B and B2C marketing and map a simple customer journey.
- ✓Recognise the main UK rules for honest marketing, including the CAP Code and the role of the ASA.
Course contents
-
Module 1: What marketing is
Video (4 scenes) · 1 lessons · 2 practice questions
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Module 2: The marketing mix, markets and the customer journey
Video (4 scenes) · 2 lessons · 2 practice questions
-
Module 3: Ethical and legal marketing
Video (4 scenes) · 1 lessons · 2 practice questions
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Final assessment & certificate