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 within the overall business strategy
  • Review marketplace forces and identify research requirements to understand consumer insights
  • Compare consumer behaviour to develop differentiation and positioning strategies to assist in developing competitive advantage
  • Prepare the product/service for marketplace delivery
  • Implement a thorough marketing strategy
  • Think and act in an ethical and sustainable manner
  • Demonstrate a high order of skill in analysis, critical thinking, communication, and professional application
  • Demonstrate creativity and flexibility in the application of knowledge and skills to new situations, to resolve problems, and to think 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 (45%)
  • Assessment Task 3: Engagement and Participation (20%)