Unit code: A/507/1622 : Marketing for Growth Organisations

Unit Aims

The unit aims to develop marketing and market research skills. Learners will develop plans for a business to enter a market. Learners will be expected to show creativity and work with their ideas as well as looking at SMEs in the marketplace.

Learning Outcomes and Assessment Criteria

Learning Outcomes

When awarded credit for this unit, a learner will:

Assessment Criteria

Assessment of this learning outcome will require a learner to demonstrate that they can:

1. Develop a critical insight into marketing models and marketing concepts

1.1 Illustrate how marketing in smaller organisations can differ from larger organisations.

1.2 Critique how a small organisation can create value and differentiate themselves from competitors.

1.3 Make recommendations about how an organisation can become market orientated.

2. Use market research methods and identify opportunities in the market

2.1 Identify opportunities in a market.

2.2 Conduct primary research into customer demand and produce findings.

2.3 Develop a market research plan.

3. Develop market entry plans and understand the influence of suppliers

3.1 Appreciate different routes to market and how they differ from channel management.

3.2. Produce recommendations on how a selected organisation might enter a new market.

3.3 Identify the influences and role of intermediaries and partners in supply chain.

Teaching and Learning Strategy

In this unit the role and characteristics of smaller firms and the way in which marketing models and marketing principles can best be applied are tested. Working in groups, learners apply marketing theories and models to better understand options for growth.