Marketing Principles and Practices for Marketing Managers

Sales and Marketing

Unit Code
Level 4
Distance Learning
Class Room
Unit Code
Level 4
Distance Learning Fee
Face to Face Fee
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Total Fee £1600

£2360 (£1600 during the tuition waiver period)

Please see the Tuition Fee section to see if you are eligible for a scholarship.
Course Overview

The "Marketing Principles and Practice" module offers a comprehensive exploration of marketing strategies, techniques, and institutions, each examined from the distinctive viewpoints of consumers, distributors, and manufacturers. This engaging course delves into various aspects of marketing, encompassing its fundamental concepts, functional operations, and organisational structures in both retail and wholesale businesses. Participants will delve into crucial topics such as distribution channels, market research, advertising, marketing costs, pricing, cooperative marketing, as well as relevant legislation, regulations, and emerging trends. By the end of this module, learners will acquire valuable insights into the multifaceted world of marketing, empowering them to make informed decisions and develop effective strategies that resonate with diverse stakeholders in today's dynamic business landscape.

Course Content

Introduction to the module

Fundamentals of Marketing

  • Definition and Justification of Marketing 
  • Understanding and Reaching the Market 
  • Understanding Consumer Behaviour: Buyer Behaviour and Transaction, Organisational Buyer Behaviour with an Emphasis on Problem-Solving

Marketing Strategy and Global Markets

  • External Variables in Marketing and Influence Planning 
  • Marketing in Global Markets 
  • The Internationalisation Process 
  • Understanding Marketing Ethics

The significance and nature of marketing research

  • Introduction to Marketing Research 
  • Research Design and Methods 
  • Conducting Marketing Research 
  • Applied Marketing Research

Integrated Marketing Communication and Pricing

  • The role of Integrated Marketing Communication (IMC) 
  • How We Communicate 
  • Price Defined

Distribution Channels and Product Management

  • Product Management Fundamentals 
  • Developing and Launching a Product 
  • Managing the Product 
  • Measuring Product Success

Introduction to digital marketing

  • Overview of Digital Marketing 
  • Key Concepts in Digital Marketing 
  • Digital Marketing Strategy

The role of branding and its influence on consumer behaviour

  • The Concept of Branding 
  • Importance of Branding in Marketing 
  • Elements of Brand Identity and Positioning 
  • Brand Equity and Its Impact on Consumer Behaviour
Learning Outcome & Assessment Criteria

1.  Understand marketing terminology, marketing fundamentals, and marketing theories

  1. Explain terms in marketing
  2. Explore and classify market types and how to approach them
  3. Demonstrate an awareness of the importance and understand steps in marketing research
  4. Apply and interpret marketing research results

2.  Demonstrate the capacity to analyse a marketing programme critically from the consumer's and marketing practitioner's perspectives, considering ethical concerns

  1. Demonstrate the ability to understand and explain consumer behaviours
  2. Analyse and explore factors influencing consumer behaviours
  3. Identify the advantages and disadvantages of participating in local and global markets

3.  Communicate marketing concepts clearly and in an organised manner, both orally and in writing

  1. Explain the roles and importance of integrated marketing communication (IMC)
  2. Analyse and identify factors and components of IMC
  3. Design and apply the IMC principle for effective marketing communication
  4. Plan and apply for marketing campaigns and promotions for different types of markets

4.  Illustrate an awareness of the relationship between marketing and other business disciplines within an organisation

  1. Explain the nature and behaviours of market channels and relevant stakeholders
  2. Reflect and apply the relationship between marketing and other business disciplines within an organisation
  3. Determine and analyse the benefits and limitations of each distribution channel
  • The assessment strategy for this course is designed to test all the learning outcomes.
  • Learners must demonstrate successful achievement of all learning outcomes to pass the course.
Assessment Marking Criteria


Citizens of the following countries are eligible for a 50% scholarship upon writing a personal statement. All scholarships are to be approved by the Academic Board. The list of countries are: Sri Lanka, Indonesia, Philippines, Bhutan, Morocco, Vietnam, Papua New Guinea, Laos, Cambodia, India, Nigeria, Ghana, Bangladesh, Laos, Myanmar, Pakistan, Nepal and South Africa. Please talk to your student counselor and ask for the Coupon Code to get the 50% Tuition Waiver.

  • The assessment criteria for a pass will be presented with the summative exercise.
  • Further information and guidance on the assessment will be made available through the tutor.
Unit Pass Requirements

To pass the unit a 40% overall grade must be achieved.

Frequently Asked Questions
What is included in the cost of my programme?
  • All course material, including online modules and written assignments
  • Unlimited personal tutor support with online sessions
  • Dedicated student support
  • Access to an online community learning forums
  • Assignment marking and feedback
Am I eligible for this programme?

You are eligible if you meet our stipulated entry requirements.

Standard ROUTE

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Access to LMS

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Complete in 12 months

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Requires submitting 1 assignment per month



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Complete in 6 months

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Access to LMS

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Dedicated counselor

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