The Applied Marketing module is about recognizing marketing’s role in driving success and delivering results. It provides the knowledge and understanding of the function of marketing within the organization and demonstrates how an appreciation of customer behaviour can enable effective targeting. It also outlines how external environmental influences affect planning and how information enables decision making. The elements of the marketing mix and how they are applied to address market and customer needs will also be covered in this module.
The Contribution of Marketing to the Organization
What Influences Customer Behavior
The Marketing Environment