Marketing - what to study

Author: Jim Riley  Last updated: Sunday 23 September, 2012

tutor2u revision notes on marketing are designed to introduce marketing by developing a basic understanding of the following key aspects of the subject:

Marketing orientation – how businesses position themselves to develop and deliver products and services. Orientation is essentially about the attitude of a business towards marketing.

Market analysis and segmentation – how businesses analyse and define markets so that their marketing is focused on the right customers and opportunities

Marketing research – how businesses ensure that they understand the dynamics of their chosen markets and the needs and wants of their target customers;

Marketing planning – how businesses determine their marketing objectives and plan what needs to happen to ensure that the marketing strategy is put into action

Marketing mix – about the choices businesses to implement their marketing strategy

Marketing strategies – how businesses choose between the different strategies available to implement their marketing plans.

Many students are confused by the apparent complexity of marketing terms and concepts. It is often hard to see the “wood for the trees”. However, most examinations in marketing (including all those in “Business Studies”) only really require you to understand the key concepts.

What is most important is that you are able to identify when those concept apply and can demonstrate how to apply them.

By working through the revision resources available on tutor2u, you should aim to be able to:

• Define and understand the key terms and concepts used in marketing (you will find it helpful to refer often to our online glossary to help you in this)

• Use the models presented to analyse the markets available to a business and assess the impact of competitors;

• Understand and be able to apply the vital concept of market segmentation;

• Understand the marketing mix, the roles of each element and their limitations;

• Understand how marketing research can be carried out;

• Suggest alternative marketing strategies and explain their limitations

• Provide useful real-life examples to support your use of “theoretical” analysis

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