Introduction to Marketing — SFEDI Enterprises Ltd. T/A SFEDI Awards Vocationally-Related Qualification Warehousing & Logistics Revision

    This subtopic introduces the fundamental role of marketing within an organisation, emphasising its integration with supply chain management to create custo

    Topic Synopsis

    This subtopic introduces the fundamental role of marketing within an organisation, emphasising its integration with supply chain management to create customer value. It explores how consumer behaviour shapes communication strategies and examines tools for auditing the marketing environment, alongside systematic processes for conducting market research. Practical application centres on aligning marketing insights with supply chain operations to enhance competitiveness and responsiveness.

    Key Concepts & Core Principles

    Exam Tips & Revision Strategies

    Common Misconceptions & Mistakes to Avoid

    Examiner Marking Points

    Introduction to Marketing

    SFEDI ENTERPRISES LTD. T/A SFEDI AWARDS
    vocational

    This subtopic introduces the fundamental role of marketing within an organisation, emphasising its integration with supply chain management to create customer value. It explores how consumer behaviour shapes communication strategies and examines tools for auditing the marketing environment, alongside systematic processes for conducting market research. Practical application centres on aligning marketing insights with supply chain operations to enhance competitiveness and responsiveness.

    11
    Learning Outcomes
    40
    Assessment Guidance
    43
    Key Skills
    11
    Key Terms
    45
    Assessment Criteria

    Assessment criteria

    SFEDI Awards Level 3 Award in Introduction to Supply Chain Management (IoSCM)
    SFEDI Awards Level 3 Certificate in Introduction to Supply Chain Management (IoSCM)
    SFEDI Awards Level 3 Diploma in Introduction to Supply Chain Management (IoSCM)
    SFEDI Awards Level 3 Extended Diploma in Introduction to Supply Chain Management (IoSCM)
    SFEDI Awards Level 3 Diploma in Introduction to Ports and Shipping Management (IoSCM)
    SFEDI Awards Level 3 Diploma in Introduction to Manufacturing and Production Management (IoSCM)
    SFEDI Awards Level 3 Diploma in Introduction to Procurement Management (IoSCM)
    SFEDI Awards Level 3 Diploma in Introduction to Warehousing Management (IoSCM)
    SFEDI Awards Level 3 Diploma in Introduction to Business Management(IoSCM)
    SFEDI Awards Level 3 Diploma in Introduction to Leadership and Management (IoSCM)
    SFEDI Awards Level 3 Diploma in Introduction to Logistics and Transport Management (IoSCM)

    Topic Overview

    The SFEDI Awards Level 3 Award in Introduction to Supply Chain Management (IoSCM) provides a foundational understanding of how supply chains operate within the warehousing and logistics sector. This qualification covers key principles such as procurement, inventory management, transportation, and distribution, emphasising their interconnectedness in delivering value to customers. Students explore the end-to-end flow of goods, information, and finances, from raw material sourcing to final delivery, and learn how effective supply chain management reduces costs, improves efficiency, and enhances customer satisfaction.

    This topic is crucial because modern businesses rely on seamless supply chains to remain competitive. In the UK, the logistics industry contributes over £127 billion annually to the economy, and skilled professionals are in high demand. By mastering these concepts, students gain the ability to analyse real-world supply chain challenges, such as managing stock levels to prevent shortages or overstocking, and optimising transport routes to reduce carbon emissions. The qualification also aligns with the UK's Industrial Strategy, which prioritises productivity and global trade connectivity.

    Within the broader subject of Warehousing & Logistics, this award acts as a stepping stone to advanced studies in supply chain strategy, lean operations, and sustainable logistics. It integrates practical knowledge of warehouse operations—like picking, packing, and despatch—with strategic thinking about supplier relationships and risk management. Students emerge with a holistic view of how each link in the supply chain contributes to organisational success, preparing them for roles such as supply chain assistant, logistics coordinator, or warehouse supervisor.

    Key Concepts

    Core ideas you must understand for this topic

    • →Supply Chain Integration: Understanding how procurement, production, inventory, transportation, and customer service must work together seamlessly to avoid bottlenecks and reduce lead times.
    • →Inventory Management Techniques: Mastering methods like Just-In-Time (JIT), Economic Order Quantity (EOQ), and ABC analysis to balance holding costs against stockout risks.
    • →Transportation Modes and Route Optimisation: Evaluating road, rail, sea, and air freight options based on cost, speed, and environmental impact, and using tools like GPS and TMS to plan efficient routes.
    • →Supplier Relationship Management: Developing strategies for selecting, evaluating, and collaborating with suppliers to ensure quality, reliability, and ethical sourcing.
    • →Performance Metrics (KPIs): Using key performance indicators such as on-time delivery rate, order accuracy, inventory turnover, and cost per order to measure supply chain effectiveness.

    Learning Objectives

    What you need to know and understand

    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research

    Assessment Criteria

    Key criteria assessors look for in your portfolio

    • Award credit for clearly explaining how marketing supports organisational goals and interfaces with supply chain functions, using relevant industry examples.
    • Award credit for demonstrating how consumer behaviour theories (e.g., decision-making processes, cultural influences) directly inform the selection of marketing communication channels and messages.
    • Award credit for applying at least two recognised marketing audit tools (e.g., PESTEL, SWOT, Porter's Five Forces) to a realistic scenario, with justified recommendations.
    • Award credit for outlining a coherent market research process that includes objective setting, data collection methods, sampling, and analysis, aligned to a specific business need.
    • Award credit for demonstrating a clear understanding of how marketing aligns with supply chain objectives, such as customer value creation and demand forecasting.
    • Assessors should look for evidence that the learner can explain the impact of consumer behaviour on communication strategies, with specific reference to logistics touchpoints (e.g., delivery experience, packaging).
    • Credit awarded when the learner correctly applies a recognised marketing audit tool (e.g., PESTLE, SWOT) to a supply chain scenario, identifying relevant external factors.
    • Full marks require a detailed description of the market research process, including data collection methods relevant to logistics (e.g., customer satisfaction surveys, delivery time analysis).
    • Award credit for demonstrating a clear understanding of the marketing concept and its role in creating customer value and achieving organisational objectives, with reference to the supply chain context.
    • Award credit for accurately explaining how consumer behaviour theories (e.g., psychological, social, cultural factors) influence marketing communication strategies, using relevant examples.
    • Award credit for proficiently applying marketing audit tools such as SWOT and PESTLE to assess internal and external environments, identifying implications for marketing planning.
    • Award credit for outlining the stages of the market research process (including primary and secondary research methods) and discussing ethical considerations in data collection.
    • Award credit for clearly explaining how marketing creates value by identifying customer needs and communicating product benefits effectively across the supply chain.
    • Credit should be given for accurately applying consumer behaviour models (e.g., buyer decision process) to justify marketing communication strategies in a supply chain context.
    • Learners must demonstrate the ability to select and apply appropriate environmental audit tools (PESTLE, SWOT) to a given scenario, linking findings to marketing decisions.
    • Award credit for outlining a structured market research process, including sampling, data collection methods, and analysis, with attention to ethical considerations.
    • Award credit for demonstrating how marketing aligns with organisational goals in a ports and shipping context, such as increasing container throughput or expanding service routes.
    • Award credit for accurately applying consumer behaviour models (e.g., B2B decision-making units) to explain communication strategy choices for target segments like cargo owners or liner operators.
    • Award credit for constructing a comprehensive PESTLE or SWOT analysis that identifies tangible impacts on marketing within the maritime sector, including regulatory, economic, and technological factors.
    • Award credit for outlining a structured market research process, from problem definition to data collection and analysis, using relevant shipping industry examples like demand forecasting for new trade lanes.
    • Award credit for clearly explaining marketing's strategic role in achieving organisational objectives, with explicit linkage to production planning and inventory management.
    • Award credit for demonstrating how consumer behaviour factors (e.g., cultural, social, psychological) directly inform the choice and design of marketing communication strategies.
    • Award credit for accurately applying at least two environmental audit tools (e.g., PESTLE, SWOT) to a manufacturing context, showing critical analysis of findings.
    • Award credit for outlining a coherent market research process, including appropriate methods (primary/secondary), sampling techniques, and ethical considerations.
    • Award credit for demonstrating an understanding of how marketing supports procurement by identifying customer needs and translating them into supplier selection criteria.
    • Credit analysis that links consumer behaviour models (e.g., decision-making process) to communication strategies in supplier engagement.
    • Expect clear application of marketing audit tools like PESTLE or Porter’s Five Forces to assess market conditions relevant to procurement.
    • Evidence of a structured market research process including defining research objectives, data collection methods, and analysis for procurement planning.
    • Award credit for demonstrating a clear explanation of the marketing function and its contribution to organisational objectives within a warehousing context.
    • Award credit for accurately analysing how consumer behaviour (e.g., B2B buyer motivations, service expectations) impacts the choice of marketing communication strategies in logistics.
    • Award credit for correctly applying at least two marketing environment audit tools (e.g., PESTLE, SWOT) to a warehousing organisation, providing relevant examples.
    • Award credit for outlining a systematic process for conducting market research, including primary and secondary methods appropriate for logistics services.
    • Award credit for demonstrating a clear explanation of how marketing contributes to organisational objectives in a logistics firm, such as customer acquisition, retention, and brand positioning within the supply chain.
    • Credit should be given for detailing how consumer purchasing patterns and service expectations directly shape the choice of marketing channels and messaging in logistics services.
    • Assessors should look for accurate application of a marketing audit tool (e.g., SWOT or PESTLE) to a logistics scenario, identifying key internal and external factors.
    • Evidence must include a well-structured market research plan outlining data collection methods (primary/secondary), sampling strategy, and analysis techniques appropriate for logistics market insights.
    • Award credit for demonstrating understanding of the marketing function's role in achieving organisational objectives, with clear examples from warehousing and logistics contexts.
    • Acknowledge evidence of applying consumer behaviour theories (e.g., Maslow's hierarchy, decision-making process) to design targeted marketing communications.
    • Credit should be given for correctly employing a marketing audit tool (e.g., SWOT or PESTLE) to evaluate internal and external environments, distinguishing between related factors.
    • Look for a structured explanation of the market research process, covering problem definition, design, data collection (primary/secondary), sampling, analysis, and presentation.
    • Assessors should note the learner’s ability to critically link audit outcomes to strategic marketing decisions, not just list factors.
    • Explains the role of marketing in achieving organisational goals.
    • Describes how consumer behaviour influences marketing communication.
    • Identifies tools for auditing the marketing environment.
    • Outlines the process for conducting market research.

    Assessment Guidance

    Guidance for achieving higher grades

    • 💡Always relate marketing concepts back to supply chain management; use examples like demand forecasting, customer service alignment, or distribution channel decisions.
    • 💡When discussing consumer behaviour, cite specific models (e.g., Maslow's hierarchy, buyer decision process) and show how they guide communication strategy selection.
    • 💡For audit tools, structure your response with clear headings for each component (e.g., Political, Economic under PESTEL) and explicitly state how each factor affects the marketing and supply chain strategy.
    • 💡In market research questions, outline the process step by step, mention the type of data required (qualitative/quantitative), and justify your choice of research methods with reference to reliability and cost-effectiveness.
    • 💡Always relate marketing concepts to warehousing and logistics examples—e.g., discuss how ‘place’ in the marketing mix involves distribution channels and warehouse location.
    • 💡When auditing the marketing environment, clearly link each identified factor to a potential supply chain impact, showing applied understanding.
    • 💡For market research questions, structure your answer around the research process steps (define problem, design, collect, analyse, report) and use logistics-specific data sources.
    • 💡When discussing marketing's role, always connect it to supply chain functions such as demand forecasting, customer service, and product availability to show integrated thinking.
    • 💡Use real-world case studies or your own workplace experience to illustrate consumer behaviour concepts; this demonstrates practical application and strengthens your responses.
    • 💡For market research tasks, clearly justify your choice of research methods and explain how findings can lead to actionable marketing and supply chain improvements.
    • 💡For assignments, use real-world supply chain examples to illustrate marketing concepts, demonstrating practical understanding beyond textbook definitions.
    • 💡When discussing consumer behaviour, explicitly reference specific models (e.g., Maslow’s hierarchy, cultural factors) and show how they influence communication channel choice.
    • 💡In environmental analysis, justify your choice of tool (e.g., why PESTLE over SWOT for macro analysis) and always discuss implications for marketing strategy.
    • 💡For market research questions, structure your response around a clear process: define the problem, design research, collect data, analyse, and present findings.
    • 💡When discussing marketing’s role, always link it to port and shipping examples, such as how marketing supports the launch of a new intermodal service.
    • 💡In your analysis of consumer behaviour, distinguish between B2B clients (e.g., freight forwarders) and end-users, and reference models like the Webster and Wind organisational buying model.
    • 💡For marketing audits, go beyond listing PESTLE factors; explain how each factor directly impacts marketing decisions, for example, how emissions regulations drive demand for green logistics solutions.
    • 💡In market research tasks, justify your chosen methodology (e.g., qualitative interviews with shipping managers vs. quantitative surveys) based on the specific research objectives and industry constraints.
    • 💡Always anchor your marketing discussions in the manufacturing context—illustrate how marketing decisions affect production schedules, stock levels, and supply chain coordination.
    • 💡Use real-world examples from manufacturing companies to demonstrate application of consumer behaviour theories and audit tools, as this shows vocational competence.
    • 💡When presenting market research processes, be explicit about how each step (design, data collection, analysis) would be implemented in a workplace setting, including resource and time constraints.
    • 💡Critically evaluate the limitations of tools and theories rather than just describing them; for example, discuss how rapid technological changes can make a PESTLE analysis quickly outdated.
    • 💡When answering, always link marketing concepts back to procurement scenarios, e.g., how a PESTLE analysis can identify supplier risks.
    • 💡Use specific consumer behaviour models like Maslow’s hierarchy or the buyer decision process to explain communication strategies.
    • 💡For market research questions, structure responses with clear steps: problem definition, research design, data collection, analysis, and reporting.
    • 💡Cite real-world examples of how marketing insights have improved procurement outcomes, such as category management.
    • 💡When discussing consumer behaviour, relate it specifically to logistics clients (e.g., retailers, manufacturers) to demonstrate vocational relevance and depth of understanding.
    • 💡Use real-world warehousing case studies to illustrate marketing audit tools, showing how macro-environmental factors directly affect strategic decisions.
    • 💡For market research, emphasise techniques such as customer satisfaction surveys, competitor benchmarking, and analysis of supply chain trends to stand out.
    • 💡When explaining the role of marketing, always link it to the organisation's overall business strategy and specific logistics functions, such as inventory management responsiveness or delivery speed promises.
    • 💡In questions on consumer behaviour, provide concrete examples from the logistics industry, like the rise of e-commerce demanding faster last-mile delivery communication.
    • 💡For audit tools, clearly label each element of the framework and give logistics-specific examples (e.g., for PESTLE: Political – trade tariffs; Economic – fuel price fluctuations; Social – expectations for eco-friendly delivery).
    • 💡In market research processes, emphasise the importance of defining the target market precisely—such as small e-commerce businesses vs. large manufacturers—and select methods that yield actionable data for logistical decision-making.
    • 💡Always relate marketing theory to practical examples from warehousing, logistics, or supply chain management to demonstrate contextual understanding.
    • 💡Use structured frameworks like PESTLE to systematically analyse the marketing environment, ensuring each factor is addressed with industry-specific insights.
    • 💡When explaining market research, ensure you cover the full cycle: define problem, design, collect, analyse, and present, connecting each step to a real scenario.
    • 💡Explicitly state how consumer behaviour insights directly influence the marketing communications mix (e.g., targeted emails for procurement managers vs. social media for end-users).
    • 💡Use real company examples to illustrate marketing concepts.
    • 💡Understand the marketing mix (4Ps).
    • 💡Know the difference between primary and secondary research.
    • 💡Use real-world examples to illustrate concepts, such as how Amazon uses cross-docking to reduce storage time or how Toyota's JIT system minimises inventory. This shows applied understanding.
    • 💡When answering questions on performance metrics, always explain why a particular KPI is important and how it links to overall business objectives—don't just list them.
    • 💡For case study questions, structure your answer using the SCOR model (Plan, Source, Make, Deliver, Return) to demonstrate systematic thinking and cover all supply chain stages.

    Common Mistakes

    Common errors to avoid in your coursework

    • Confusing marketing with just advertising or sales, rather than a strategic function that influences product design, pricing, and distribution within the supply chain.
    • Assuming consumer behaviour is static; learners often overlook how digital trends and social factors continuously reshape communication preferences.
    • Using marketing audit tools superficially—listing factors without linking them to strategic implications or supply chain impacts.
    • Failing to distinguish between primary and secondary research, or neglecting the importance of ethical considerations and data validity in market research.
    • Confusing marketing with solely advertising and promotion, neglecting its wider role in customer relationship management and supply chain integration.
    • Failing to link consumer behaviour insights to practical communication adjustments, such as not considering how delivery preferences affect marketing messages.
    • Using generic audit tool analyses without tailoring them to supply chain contexts (e.g., ignoring logistical implications of economic or technological factors).
    • Describing market research without addressing ethical considerations or data validity, which are critical for reliable logistics planning.
    • Confusing marketing with selling or advertising, rather than viewing it as a holistic process encompassing the entire marketing mix and value creation.
    • Failing to differentiate between primary and secondary research methods, often misidentifying examples or over-relying on secondary data without critical evaluation.
    • Applying SWOT analysis superficially, listing factors without linking them to strategic implications or prioritising actions.
    • Confusing marketing solely with advertising, rather than understanding its broader role in value creation and supply chain integration.
    • Failing to connect consumer behaviour insights to practical marketing communication strategies, often treating theory in isolation.
    • Misapplying audit tools by listing generic external factors without linking them to specific marketing implications or organisational strategy.
    • Overlooking the importance of sampling techniques in market research, leading to biased or unrepresentative data collection.
    • Confusing marketing with sales or advertising only, failing to recognise its strategic role in product development, pricing, and distribution within the logistics sector.
    • Applying consumer behaviour theories designed for individual consumers rather than the B2B organisational buying behaviour typical of port and shipping service procurement.
    • Using generic marketing audit tools without adapting them to the maritime industry, such as ignoring IMO regulations or port infrastructure constraints.
    • Conducting market research without clearly defining the shipping-specific problem first, leading to irrelevant data collection and weak recommendations.
    • Confusing marketing with only advertising or sales, ignoring its broader role in demand forecasting, product development, and customer relationship management.
    • Failing to link consumer behaviour insights to specific communication channels, resulting in generic strategies that lack targeting.
    • Conducting a SWOT or PESTLE analysis superficially, without tailoring factors to the manufacturing sector or failing to derive actionable insights.
    • Overlooking ethical and legal aspects of market research, such as data protection (GDPR) and consent, which can invalidate the research findings.
    • Students often confuse marketing with sales, failing to recognize its strategic role in shaping procurement requirements.
    • When discussing consumer behaviour, they may overlook how cultural and social factors influence communication preferences, not just individual psychology.
    • They tend to describe marketing audit tools generically without linking findings to procurement decisions.
    • In market research, students may neglect to differentiate between primary and secondary data, leading to weak research designs.
    • Confusing marketing with sales or advertising, failing to recognise its strategic role in product/service development and customer relationship management.
    • Applying consumer behaviour theories only to end-consumers (B2C) rather than adapting them to B2B logistics clients, such as retailers or manufacturers.
    • Using generic examples when auditing the marketing environment, without linking findings to specific impacts on warehousing operations and strategy.
    • Describing market research processes without considering the unique data sources and methods relevant to the logistics sector, such as freight data analysis or customer logistics audits.
    • Confusing marketing with just advertising, rather than a strategic process encompassing the entire customer journey, from logistics service design to after-sales support.
    • Overlooking the impact of B2B consumer behaviour, assuming all logistics clients behave like individual consumers, ignoring corporate buying cycles and contract-based relationships.
    • Using generic SWOT/PESTLE without contextualising to logistics-specific factors such as supply chain disruptions, trade regulations, or sustainability pressures.
    • Conducting market research without clearly defining the research problem, leading to irrelevant data collection in logistics contexts.
    • Confusing marketing with just advertising or sales, rather than understanding it as a strategic process that spans the entire customer journey.
    • Failing to differentiate between B2B and B2C consumer behaviour, especially relevant in logistics where clients are often businesses.
    • Incorrectly applying SWOT analysis by mixing internal (Strengths, Weaknesses) and external (Opportunities, Threats) factors, or presenting opinions without evidence.
    • Neglecting to outline the research process step-by-step, often skipping crucial stages like validation or ethical considerations.
    • Using generic examples that lack relevance to the learner’s own organisational context, weakening the application of theory.
    • Confusing marketing with sales only.
    • Ignoring external factors like competition or economic trends.
    • Using research methods that are not fit for purpose.
    • Misconception: Supply chain management is just about moving goods from A to B. Correction: It also involves managing information flows, financial transactions, and relationships with multiple stakeholders, including suppliers, carriers, and customers.
    • Misconception: Holding more inventory always ensures better customer service. Correction: Excessive inventory increases holding costs and risks obsolescence; the goal is to have the right stock at the right time, often achieved through demand forecasting and lean principles.
    • Misconception: The cheapest supplier is always the best choice. Correction: Low cost may come with risks like poor quality, longer lead times, or unethical practices; total cost of ownership (TCO) and supplier reliability are equally important.

    Frequently Asked Questions

    Common questions students ask about this topic

    Before You Start

    Prior knowledge that will help with this topic

    • •Basic understanding of business operations, including how goods flow from suppliers to customers.
    • •Familiarity with warehouse processes such as receiving, storage, and dispatch (e.g., from a Level 2 qualification in warehousing).
    • •Numeracy skills to interpret data like lead times, order quantities, and cost calculations.

    Key Terminology

    Essential terms to know

    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research
    • 1. Understand the role marketing plays within an organisation2.Understand how consumer behaviour impacts marketing communication strategies3. Understand how to employ various tools to audit the marketing environment4. Understand the processes for conducting market research

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