Learning objectives This unit has been designed and developed around a number of learning objectives. The learning objectives are important as they provide the basis of how students will be assessed....

Learning objectives
This unit has been designed and developed around a number of learning objectives. The learning objectives are
important as they provide the basis of how students will be assessed.
On successful completion of this unit students should be able to:
• Discuss the marketing concept and a marketing philosophy
• Demonstrate an understanding of marketing theory:
o The buyer decision process; the total product concept; the circle of satisfaction
• Outline the steps to achieve the 3 marketing financial objectives:
o Increase revenue; reduce costs [as a % of sales]; build the value of the business
• Outline the steps to achieve the 3 marketing strategic objectives:
o Product leadership, customer intimacy, operational excellence
• Outline the steps to achieve the 3 marketing communication objectives:
o Attracting customers, retaining customers; enhancing customer relationships
• Develop awareness of the business-marketing planning process.