Unit 2:  Marketing Essentials

Unit code                           R/508/0486

Unit type                            Core

Unit level                           QCF Level 4/ NFQ Level 6

Credit value                       15


This unit is designed to introduce students to the principles of marketing, enabling them to develop a basic marketing plan and to employ elements of the marketing mix to achieve results. While they will learn the underpinning theories and frameworks, they will also be able to relate these to real-world examples, including products/services that they encounter in their own daily lives.

Organisations such as Apple, Google, VISA, Burberry, Zara, Cadbury, Nestle, Unilever, Coca-Cola, Unicef, BP and small local businesses all have at least one thing in common: they all use marketing to influence us to engage with their products and/or services. Whether it is becoming a loyal customer buying a product and service or donating to a charity, organisations use a range of marketing techniques and tools to inform and influence us.

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities; whether setting up their own business or being employed by an organisation.


Learning Outcomes

By the end of this unit a student will be able to:

  1. Explain the role of marketing and how it interrelates with other functional units of an organisation.
  2. Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.
  3. Develop and evaluate a basic marketing plan.