Marketing Principles

This module of the CIM Foundation Certificate in Professional Digital Marketing, provides an understanding of the key concepts and terminology used in marketing.

On completion of the module, you will have a knowledge and understanding of the role and function of marketing within organisations, and the factors that influence consumer behaviour. You will also be able to identify key components of the marketing environment and have an appreciation of how to collect and utilise relevant information about the marketing environment.

Finally, you will be able to outline the concepts and elements which make up the marketing mix and understand how these are applied in a range of different contexts.

Marketing Principles Overview

Marketing Principles is a 12-credit mandatory module which sits within the suite of Level 3 modules. To gain the CIM Level 3 Foundation Certificate in Professional Digital Marketing, a pass in Marketing Principles and Digital Fundamentals is required. If studied as a standalone module, the CIM Level 3 Award in Digital Fundamentals (VRQ) can be achieved.

Module Structure

The module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by the way of examination. The examination will comprise multiple choice questions to be completed in a controlled assessment.

Unit 1: Discovering marketing

• Describe the role and function of marketing within organisations

• Explain the factors that influence consumer behaviour

Unit 2: The marketing environment

• Identify the key components of the marketing environment

• Know how to collect relevant information about the marketing environment

Unit 3: The marketing mix

• Describe the concept and elements of the marketing mix

• Know how the marketing mix is applied in different contextual settings