Elements of Marketing

The fundamentals of marketing; market research; sales and market forecasting; consumer behaviour; industrial buying; market analysis; the marketing mix; products and product management; pricing; place; promotion - advertising and techniques of sales promotion, personal selling and sales force management; marketing within the organization; strategic marketing management; the marketing of services; appendix 1 - suggested outline answers to examination questions; appendix 2 - sample marketing assignments and projects for individuals and groups (also BTEC CMAs, PIAs, etc); appendix 3 - sample marketing assignments and projects for non-profit/public sector.