In this course, we look at buyer behaviour, market segmentation and marketing research. We review the importance of understanding the market as the first step in delivering the organisation's marketing objectives. The course will cover one of the most important marketing tools, market segmentation.

In this course, you will look at the early stages of the plan, finding out about customer buying behaviour and customer needs. You will also be looking at ways to make this knowledge gathering more efficient, through the techniques of marketing research.

Through understanding buyer behaviour, market segmentation and marketing research, an organisation can improve effectiveness of the marketer's task of matching the supplier's offerings to the customer's needs. These three areas make the buying and selling process truly "win-win".

After participating in this course, you should be able to:

• define the marketing concept
• define marketing as a business orientation and as a business activity
• distinguish between different business orientations
• recognise the management issues involved in creating a market-driven organisation
• define what is meant by the marketing mix, and identify its key elements and the characteristics of an effective mix
• identify and describe the key stages in the marketing planning process
• identify key changes in the marketing environment, and how these may impact on marketing decisions.

Introduction

Objectives

Understanding the customer

How do consumers make decisions?

How do organisations buy?

Market segmentation

Segmentation Process

Market segmentation Target marketing Market positioning

Target marketing

Positioning

Marketing research

The research process

Applying research

Summary

Tutor-marked Question Paper

Qualification 1: Understanding The Market (Byte Size) Certificate

Understanding The Market (Byte Size) Certificate issued by Stonebridge Associated Colleges, entitling you to use the letters SAC Cert after your name.

In order to offer our students the most convenient and flexible distance learning courses, Stonebridge Associated College offers you the option to study for your course via two methods:

• 1. Via the traditional paper-based method.
• 2. Through the online method via ElearnUK.

When you study through ElearnUK you can quickly access your course material online and submit all of your question papers to your tutor online, using your unique student account. You have access to all of your course material immediately, and when you submit question papers, your tutor sends you an email containing your results and feedback.

With this course you will have unlimited access to your own personal tutor who specialises in their field of study. It is your personal tutor's role to ensure that you receive constructive feedback and to deal with any queries you may have. You are more than welcome to telephone, fax or email your personal tutor.

You will also have access to a dedicated and friendly team of administrators and course advisors who offer sound and professional guidance and advice when you need it. This ensures that you will never feel neglected and that you will always succeed!

There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.

This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.

The approximate amount of time required to complete the course is: 20 hrs.

Assessment Method

After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.

Textbook

You will need to read Chapters 3, 4 and 6 & 7. of Principles and Practice of Marketing, David Jobber, second edition, Maidenhead: McGraw-Hill (1998).

What's Included

• All study materials
• Study Guide
• Full Tutor and Admin support

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