Unit Description

Meeting the needs and wants of customers requires effective business systems and practice. This unit explores the foundations of marketing and will introduce you to a series of frameworks that will enable you to identify your customers, analyse the nature of the competitive and industrial environment, and develop and evaluate the specifications of a marketing plan based on accurate market research and analysis.


There are no prerequisites for this unit.

Learning Outcomes

  • Assess the role the marketing function fulfils with in the overall business strategy.
  • Evaluate marketplace forces and forecast trends that will affect future business performance.
  • Develop differentiation and positioning strategies, based on understanding consumer behaviour, to assist in developing competitive advantage in both an ethical and socially responsible way.
  • Create a thorough marketing strategy, evaluating a range of strategic options, selecting those most appropriate to the organisation.
  • Produce a high order of skill in analysis, critical thinking, communications, and professional application.
  • Demonstrate creativity and flexibility in the application of knowledge and skills to new situations, to solve problems and to this rigorously and independently.

Graduate Attributes

AIM Business School has identified a set of attributes that positively impact graduates’ success in business as a manager and leader and these are taught, developed, and assessed to varying degrees in this unit. These Graduate Attributes are:

  • Strives for intellectual rigour
  • Understanding the changing global context
  • Manages for success
  • Demonstrates effective communication and interpersonal skills
  • Develops mastery of business and management disciplines
  • Strives to be a continuous adult learner

Assessment Tasks

The successful completion of Marketing for Managers relies on the submission of three assessments:

  • Assessment Task 1: Marketing Audit (35%)
  • Assessment Task 2: Marketing Plan (50%)
  • Assessment Task 3: Engagement and Participation (15%)