Marketing Essentials

Course Overview:

The aim of this unit is to develop knowledge and understanding of information systems as required by a practising or potential first line manager.

On completion of this unit, delegates will understand basic marketing concepts.

Entry Requirements:

There are no formal entry requirements, but participants will normally be either practising or aspiring first line managers with the opportunity to meet the assessment demands, and have a background that will enable them to benefit from the programme.

Course Delivery:

The course covers the following topics:

Simple definition of marketing and its relevance to managers
The idea of the Marketing Mix and its relevance
Nature and role of market segmentation
Simple organisational SWOT analysis in the marketing context
Outline of market planning and its purpose
Sales promotion and advertising methods
Public and customer relations activities

The course is delivered as a one-day workshop. Learners will be expected to undertake structured guided learning; examples include the following:

Directed assignments
Supported individual study or practice
E-learning activities

Learners will be assessed by means of an assignments set and marked by the Institute. The assignments is designed to test candidates’ knowledge and understanding of the learning outcomes set by the Institute and assignments must meet the minimum marks in order to succeed.

Progression Opportunities:

Delegates will have the opportunity to build on this unit to achieve the ILM Level 3 Award in First Line Management. In order to do this, delegates will be required to complete the mandatory unit ‘Solving Problems and Making Decisions’ plus two other units from the following selection (in addition to this unit ‘Marketing Essentials’):