Marketing T-level

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

• the purpose of marketing, how it adds value to an organisation including leadership, culture and vision and the impact of no marketing activity
• role of marketing including marketing as a management process, its importance, market type and reach
• the key differences between consumers and customers and the different ways to influence them
• routes to market including the role of suppliers and procurement: business to business (B2B), business to consumer (B2C) and other channels, and how this influences marketing activity
• customer personas and how they are used to determine marketing campaigns
  • including purpose and typical types, e.g. competitive, spontaneous, analytical, and methodical
  • 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 (advertising, personal selling, sales promotion, public relations and direct marketing) including the differences between the channels and the benefits of a coordinated marketing mix in relation to:
  • product
  • price
  • place
  • promotion
  • people
  • process
  • physical evidence