Marketing

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