ILM → ILM Level 3

Understanding Marketing (330)

There is a growing need to understand the fundamental principles of marketing to keep a competitive edge. This program is designed to provide participants with a sound understanding of the key elements of researching and profiling a market, determining the marketing mix, analyzing and defining a target market and planning and implementing marketing strategies.

You will learn how to conduct basic market and customer-based assessments, and how to develop an in depth understanding of the business environment you are currently and planning to operate in. You will also get insight into the competitive environment, and the potential of your business to succeed. In addition, you will be able to assess you own strengths and weaknesses, and know where the principle opportunities for growth are located. You will also learn how to use this information to position your products and services for optimal profitability, and segment your customer base for maximum opportunity. This information will help you plan your sales activities, and your key account management strategy.

- Suitable For: First-line and Middle Managers
- 330 Understanding Marketing for Managers (1 credit)
- Course Duration: 20 Hours
- Certification: Download your Certificate on completion
- Additional Resources: Download comprehensive Learners manual, additional articles and worksheets
  • Foundations in Marketing 1 - Getting Started
  • Video - Marketing versus Sales
  • Foundations in Marketing 2 - Understanding Marketing (Process)
  • Understanding Marketing - Quiz 1
  • Foundations in Marketing 3 - Marketing Consumer Goods
  • Foundations in Marketing 4 - Marketing Industrial Goods
  • Video - the Consumer Market versus the Industrial Market
  • Foundations in Marketing 5 - Marketing Services
  • Understanding Marketing - Quiz 2
  • Foundations in Marketing 6 - Knowing your products and services
  • Video - The Product Life Cycle
  • Foundations in Marketing 7 - Knowing your Customers
  • Understanding Marketing - Quiz 3
  • Foundations in Marketing 8 - SWOT Analysis
  • Video - How to Perform a SWOT Analysis
  • Foundations in Marketing 9 - The Marketing Mix
  • Video - The 4P's - A Worked Example
  • Foundations in Marketing 10 - The Marketing Plan
  • Foundations in Marketing 11 - The Marketing Budget
  • Video - How to Allocate your Marketing Budget
  • Understanding Marketing 12 - Wrapping-up
  • Understanding Marketing - Quiz 4
  • Understanding Marketing - Course Evaluation
Completion rules
  • You must complete 90.00% of the content