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UGB161 Introduction to Marketing

UGB161 Introduction to Marketing

Learning outcomes Knowledge and Understanding

K1 - Knowledge and understanding of different areas of marketing, the relationships between them and their application to international business organisations

K2 - Understanding of markets and their operation for goods and services across a global environment

K3 Understanding of the relationship between organisations and their customers

K4 - Appreciation of the development of appropriate marketing tools and tactics within a changing environment Skills

S1 - Ability to identify, interpret and analyse approaches to communication in a marketing environment


The board of directors have asked you to undertake a marketing audit of the business’s current performance and have tasked you to undertake an evaluation of the organisations current marketing strategy and position in the market. The directors have asked that you include a proposal of two sets of market segmentation criteria which could be successfully targeted by the business. You must undertake suitable market research to explain how these chosen customer groups will grow the business within the retail marketplace. The report must clearly demonstrate your understanding of buyer behaviour and show suitable research to justify your chosen marketing strategy to meet the requirements of the suggested segments and move the business forward. The report must be fully Harvard referenced and make use of appendices material where appropriate.

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