Course content, course specifications, outlines, teaching and assessment resources for the Marketing T Level. 

Core content

Students will develop an understanding of a broad range of issues relevant to the sector, including:

  • The Business Environment including the different types of organisations and their impact society and the external environment
  • Different forms of legal entities that organisations can form
  • How and why organisations set objectives
  • Operations and Business functions and how they work
  • How size, purpose, business lifecycle phase and sector have an impact on organisations
  • The different types of internal and external stakeholders
  • How current and emerging digital technologies impact on the way organisations operate and how this is changing
  • Organisational cultures and values, how and why they vary, and how they are expressed externally
  • The purpose of marketing, how it adds value to an organisation
  • Role of marketing including marketing as a management process
  • The key differences between consumers and customers and the different ways to influence them
  • Routes to market including the role of suppliers and procurement
  • Customer personas and how they are used to determine marketing campaigns
  • Different types of customers and consumers and what influences their behaviours
  • Organisational purpose and business aims including for profit and not for profit marketing objectives
  • The marketing and extended promotional mix
  • Understanding of customer needs, and how to link their needs to products and services
  • Core sale processes e.g. sales lifecycle, funnels and pipeline
  • How marketing processes link with sales processes as part of a customer journey
  • How to negotiate, handle objections and reach a conclusion
  • The role of Procurement within an organisation including characteristics of regulations, policies and processes
  • Value for money concepts including the balancing of quality, price and sustainable considerations
  • Supplier approval process and the importance of due diligence
  • The need for accurate specifications of requirements which reflect an organisation’s needs
  • The legal and regulatory environment affecting procurement, including the supply of goods and services
  • An awareness of an organisation's contractual obligations towards suppliers e.g. payment terms
  • The four processes of negotiation (preparation, opening, bargaining and closure)
  • Customers and their importance to a business
  • Customer experience mapping including offline and digital
  • Meeting customers’ after-sales needs
  • communication
  • principles of customer care
  • finance
  • health and safety
  • information and data

Options to specialise

In addition to the core content, each student will also complete at least 1 module of occupation-specific content:

  • Marketing Assistant (Multi-Channel)

Detailed course outline

Download the course outline from the Institute for Apprenticeships and Technical Education

Teaching, learning and planning resources

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