| 1 | Understand the role of marketing in business | 1.1 | Explain how marketing can be defined |
| 1.2 | Explain the contribution of marketing to the achievement of business objectives |
| 1.3 | Analyse the external factors influencing marketing |
| 1.4 | Explain the role of marketing in a not for profit business |
| 1.5 | Explain the elements of the marketing process |
| 2 | Understand the principles of marketing | 2.1 | Explain the different elements of the marketing mix |
| 2.2 | Explain methods of segmenting markets |
| 2.3 | Evaluate the benefits of segmenting markets |
| 2.4 | Analyse different methods of researching a market |
| 2.5 | Explain how current technology impacts on marketing activity |
| 3 | Understand the application of the marketing mix in a specific business | 3.1 | Review the market segments for a specific product or business |
| 3.2 | Analyse how the business positions its products or services |
| 3.3 | Explain how products are distributed |
| 3.4 | Analyse the use of pricing strategies |
| 3.5 | Analyse the promotional strategy used by the business |
| 4 | Be able to develop a marketing plan for a specific product or service | 4.1 | Propose strategic aims and objectives for the plan |
| 4.2 | Determine the target markets for marketing activity, with justification |
| 4.3 | Analyse the macro and micro environmental factors influencing the marketing planning |
| 4.4 | Propose a marketing mix for the product or service |
| 4.5 | Explain how factors relevant to the implementation of the plan have been considered |
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